Black Friday 2025 (UK): 11 expert tips to sell more

Shoppers arrive on Black Friday primed to buy, with guards down. Sometimes they know what they want to buy. Often they don’t. They just want bargains.

Use that energy to sell through heroes, clear dead stock, and grow a list you can profit from in the coming Xmas period. Deliver on not only giving them good value, but also the feeling that they’ve achieved what they wanted, and come out of it on top.

This guide shows retailers of every kind, from Vinted resellers to high street shops to market traders, how to plan the day for maximum outcomes – and convert buyers into long-term customers.

Here’s what we discuss:

Why Black Friday is different

Black Friday began in the US, yet UK customers now expect a long weekend of deals.

Consumers move fast, price-check less, spend in bursts, and have cash to burn. That gives you a short window to present simple offers, remove friction, and follow up with attention to detail.

They shop with intent while also aiming to have an enjoyable and fulfilling experience. They’re looking for gifts, but anticipate quick wins — and a bit of self-treating.

Decision friction drops when choices are simple, when quantities and timescales look limited, and shipping cut-offs are clear.

Build your plan around that mindset: tight offers, fast comms, smooth checkout, and tidy fulfilment.

This isn’t the first time we’ve covered Black Friday here on Sage Advice, so take a look at what we’ve covered in the past around keeping your business running smoothly through the holidays then adapt the checklists to your store, stall, or marketplace profile.

11 proven ways to win on Black Friday

Here’s our list of tricks, tips and hints that will maximise your Black Friday experience, as well as that of your customers.

1. Start early

Warm your audience, beginning one to two weeks out.

If the day is close, run a short countdown.

Pair teasers on Instagram and TikTok with a clear reason to join your email or waitlist for early access, using the same offer structure you will reveal on Friday.

If you sell on Vinted, pin a pre-Black Friday post that outlines your launch time and delivery cut-offs, then point shoppers to your Wardrobe Spotlight or bundles to boost visibility and basket value.

For emails that get opened and clicked, stick to a single offer and one call to action.

2. Prioritise where your buyers already shop

Match inventory to sell by channel to category.

Fashion and footwear resell well on Vinted and Depop.

Handmade gifts do well on Etsy and Instagram.

Collectibles move on eBay.

Local gifts can perform at markets with click-and-collect.

On marketplaces, use native features like promoted placements and timed price edits to surface in search, and keep listings short, specific, and benefit-led.

This guide to inventory turnover gives you the formulas and levers to improve cash flow.

3. Make your offers simple

Customers scan while shopping, especially during this time.

They should grasp the deal in seconds.

Offer ideas that convert in the UK include:

• Bundle and save: “Gift set of three candles for £39, save £12.”
• Mystery “brown box”: Move returned items or slow-selling inventory at fixed price points.
• BOGOF (buy one, get one free): Great for accessories and small beauty. (Remember that people love to get treats for themselves while buying gifts for others!)
• Deal stacking: Tie a headline discount to a bundle and a free add-on above a spend threshold.

Take care to guard your profit. Pressure-test price floors before you publish, using plain-English tools for margin, markup, and net profit so you know which discounts still pay.

4. Give VIPs a head start

Reward your email and SMS audience with early access and a slightly better deal.

Send “doors open” two to 12 hours early with a private link or hidden collection.

At markets, use a printed code word for VIP pricing and hand it out across the month before with earlier purchases.

Keep your list building and direct marketing lawful and simple. (Use the ICO’s small-business guidance to set consent, soft opt-in, and other applicable rules.)

5. Turn the rush into long-term relationships

Use the day to grow your audience and set up a December bounce-back.

Add a one-click opt-in at checkout for “December drops,” and include a small card in every parcel or bag with a QR code and a code that expires in seven days.

When you plan the follow-up, this overview of Christmas operations and planning doubles as a checklist for post-purchase care and staff scheduling.

6. Run a real-time flash channel

Speed wins on Black Friday.

A live channel lets you drop one-hour deals, sell end-of-line units, and build urgency.

Discord or WhatsApp broadcasts work well for “first to see” drops with expiring codes.

If you promote buy now, pay later in those flashes, give shoppers clear, balanced information.

7. Offer smooth payments and fast checkout

Shoppers prefer short, mobile-first checkout flows.

Split-payment options like Klarna or Clearpay can lift average order value when used responsibly.

If you trade in person, test card readers, power banks, and hotspots.

To keep cash tight while orders spike, double-check your numbers with Sage Advice margin and markup guides before you green-light deeper discounts.

8. Move the stock you no longer want

This is your opportunity to turn returns, odd sizes, and seasonal outliers into cash.

Keep grading honest, and shoot quick photos that show any minor flaws.

If you dispatch goods, link your FAQ to the last posting dates so buyers set realistic expectations: Royal Mail publishes the official Christmas deadlines each year, as does Evri and Yodel.

If you list on Vinted, remind buyers in your description that platform protections differ for consumer-to-consumer transactions, then still over-deliver on clarity to drive positive reviews.

9. Prepare operations like a pro

Lock your stock count by Wednesday, pull promo units to avoid oversells, and pre-pack fast movers.

Print labels in batches, show cut-offs on product pages, and assign roles if you have a team.

If you want a single reference to manage the week, read our previous guidance before you pick, pack, and staff.

10. Plan the follow-up before you launch

Draft a post-purchase sequence now:

• Day 0: Order confirmation with shipping info and how to reach support.
• Day 2: Care tips, size guides, and a prompt to follow your live channel.
• Day 7: Bounce-back offer that expires in 72 hours.

Run a “weekend clear-out” on Sunday or Cyber Monday to move last units.

On Monday, track the basics and make one improvement per metric before your December push.

If you need a primer to pick the right KPIs and act on them, use this article on performance metrics.

11. Use words that sell

Shoppers skim across a sea of offers on Black Friday, so your words and images must work instantly.

Write headlines to include product, price, and deadline. Use short bullets on benefits. Keep everything short, punchy and to-the-point.

Promise exact shipping only if you can meet it. If you want to sharpen titles and bullets across your catalogue, our e-commerce planning guide gives you a structure you can apply across product pages and social captions.

Quick wins by selling model

Here’s some specific tips for however you choose to sell:

• Online store: Simplify your menu to “New,” “Gifts under £25/£50,” and “Best sellers,” and add a sticky banner with cut-offs and support hours.
• Vinted/Depop: Batch list 20–50 items with consistent photography and fast replies to offers. Use Wardrobe Spotlight and bundle discounts so buyers can build baskets without friction.
• Bricks and mortar: Move best deals to the first table, add large price cards, and offer simple gift-wrap at the till.
• Market traders: Split your table into clear price bands and keep a backup plan for rain. Bring a spare reader and cables, and post a same-day WhatsApp broadcast to regulars with your top three offers.

Metrics that matter on Monday

Track revenue by channel, average order value, conversion rate, list growth, response time, returns requested, and top five products by profit.

If you need a quick tune-up on pricing decisions before December, double-check your numbers so you are not discounting past your floor.

Final thoughts: Start now, win big

Black Friday rewards clear offers, fast decisions, and tidy operations.

You do not need dozens of deals. Pick a few strong bundles, set simple rules, and meet buyers where they already shop.

Lock the basics now: Stock counted, cut-offs posted, payment options tested, post-purchase emails scheduled.

Review revenue by channel, average order value, conversion, and list growth on Monday. Choose one improvement per metric and ship it before your next campaign.

Treat the day as a launchpad for December. Welcome new buyers, thank VIPs, and invite everyone to your early access list. Sell well on the day, then turn those first wins into loyal customers.