Your Black Friday 2025 game plan: Smart strategies for every channel
At MultiSafepay, we don’t just process payments—we partner with you to simplify the complex and help your business grow.
And with key shopping moments kicking off with Black Friday (November 28) and continuing through Cyber Monday, Singles Day, Sinterklaas, and Christmas, now is the perfect time to fine-tune your strategy.
Still struggling to review your game plan? Here’s a refreshed checklist of actionable strategies to maximize online and in-store performance—plus ways to make your payments work harder for you throughout the entire Peak Season.
Prepare the ground with a world of offers
Black Friday isn’t just a day of discounts: it’s a strategic opportunity to attract new customers, build loyalty with existing ones, and boost sales ahead of the holiday season. But to make the most of it, you need to come prepared with a well-structured, multichannel promotional plan.
Here are some of the most effective levers to build engaging campaigns, maximize your brand’s visibility, and drive purchases with tailored offers.
Kick off special offers: This is your chance to get creative! Consider flash sales lasting a few days, week-long promotions, or exclusive product editions. You can also boost sales with deals like "buy two, get one free," personalized offers based on customer purchase history, or limited-time discounts. The key is to plan your promotions in advance. You could also explore “surprise” promotions — offers that unlock at specific times of the day — to create a sense of urgency and encourage users to come back to your site frequently.
Choose the right medium: Email marketing has been around for decades, but it's far from obsolete. With a low budget, you can launch effective campaigns to inform customers about your offers. Utilize engaging newsletter templates tailored for the occasion, and create gift guides for Him, for Her or for the kids. To stand out in crowded inboxes, consider using interactive emails—featuring embedded surveys, carousels, or countdown timers—and leverage AI-driven personalization to deliver more relevant content to each user.
Don’t forget about social media: it’s a powerful platform for reaching your audience. Collaborate with influencers and content creators who can showcase your products in action. Additionally, consider targeted ads to amplify your offers. Also keep an eye on channels like TikTok Shop or Live Shopping experiences, as they can help increase your conversion rates, especially among younger audiences.
If your budget allows, invest in advertising banners in popular shopping areas or high-traffic locations, such as metro stations.
Harness the power of messaging: Want to encourage quicker purchases? Use SMS and messaging apps like WhatsApp to share exclusive offers with your most loyal customers. With mobile shopping as a consolidated trend, leverage channels that facilitate quick transactions and provide convenient payment options, such as digital wallets.
Keep Christmas in mind: One major reason to plan your Black Friday strategies carefully is the proximity to Christmas. Consider extending your offers and discounts for a few weeks, or launch a Christmas edition of your product alongside your Black Friday promotions. You won't regret it!
One final, crucial point: prioritize consumer privacy! Share information about your Black Friday offers exclusively with users who have opted in to receive emails and commercial messages. Always ensure compliance with GDPR regulations concerning user privacy. You might also offer an opt-in option for “early access” or exclusive deals — an effective way to grow your mailing list and boost engagement rates.
Plan in-store promotions
If you own a physical store, it’s essential to plan specific strategies for Black Friday 2025 that engage customers in-person. Here are some ideas:
Coupons: An effective way to draw customers into your store is by offering exclusive in-store coupons for your Black Friday deals. Once they’re there, they’ll likely be tempted to “explore more” and make additional purchases.
You can also use digital redemption systems — such as QR codes or loyalty apps — to track the effectiveness of your campaigns in real time.
Product testing: Consider inviting your most loyal customers (or even everyone on your mailing list) to experience your products at the store. This approach works particularly well for tech or clothing retailers. If you run a Food and Beverage business, you could host a special tasting event featuring Black Friday offerings. You could also organize a themed event — like a “VIP Black Friday Preview” — giving early access to your most loyal customers. It’s a great way to boost in-store traffic and strengthen brand loyalty.
Gift packages: With Black Friday coinciding with the holiday season, many customers will be looking for gifts. Take advantage of this by creating attractive gift packages that include some of your best-selling items at a special discount. We’re confident these will fly off the shelves!
Fundraising: Customers appreciate the opportunity to contribute to a good cause. Consider offering promotions that include a donation to a chosen charity. Set up a dedicated corner in your store to showcase the products related to the initiative and display a video about the organization, helping customers feel more connected to the cause while they shop. Promote the initiative using QR codes in your shop window or dedicated packaging to involve even those who are just passing by without entering the store.
Super discounts on unsold items: If you have leftover stock from previous seasons, now’s the time to offer super discounts! Present these items in appealing packaging and create a designated area in your store to highlight these special offers, ensuring they catch customers' attention.
Optimize your checkout for a smooth experience
Especially during peak sales seasons like Black Friday, it’s crucial to provide a perfectly optimized and frictionless checkout process. This not only facilitates sales but also encourages customers to return to your site. That’s why our team works closely with merchants to identify and remove friction points that could hurt conversions, because we know that a great checkout is the final step to a successful sale.
Here are some of our key strategies to enhance your checkout experience:
Integrate checkout into your site: Customers appreciate a seamless payment experience without being redirected elsewhere. Our payment components allow you embed the entire checkout flow directly into your website, creating a smoother, faster process that builds trust and reduces cart abandonment. Plus, you can configure a dynamic checkout that displays the most suitable payment methods for each user based on their location or the specifics of their transaction. This tailored approach can significantly enhance your conversion rates.
Diversify your payment mix with MultiSafepay’s wide range of options: Each shopper has their own preferred way to pay. With MultiSafepay, you can easily offer a full suite of methods—from credit cards and digital wallets (like Apple Pay and Google Pay) to Buy Now, Pay Later solutions such as Klarna and Riverty.
Targeting international markets? We support local payment methods across Europe, including Bancontact in Belgium, Bizum in Spain, MultiBanco in Portugal, and iDEAL in the Netherlands—helping you optimize cross-border conversions. A diverse array of payment options can greatly increase both your chances of success and customer trust.
Let your customers pay in their preferred currency: Enable your customers to pay in their home currency, alleviating concerns about currency conversion fees. A reliable payment service provider (PSP) can help you eliminate this barrier to purchasing through multi-currency tools and a wide selection of available currencies. For instance, our merchants can process payments in 37 different currencies, with the option to add more upon request. This solution doesn’t require any commission fees for customers, streamlining the management of international revenues and cross-border sales.
Capitalize on Mobile with digital wallets: If you want to boost mobile purchases, it’s essential to add Google Pay and Apple Pay to your checkout process. Digital wallets are known for providing a fast and frictionless payment experience, which is increasingly valued by smartphone users. During Black Friday, don’t miss out on potential sales by failing to offer these popular, speed-enhancing payment methods.
Want to learn more about creating a faster-than-light checkout? Check out our key strategies for Black Friday 2023!
Turn payments into a growth tool
Black Friday is a fantastic opportunity to boost your results and enhance your brand visibility. Your payment provider can help you integrate essential tools that not only increase conversions but also encourage repeat purchases. Here are some effective tools we at MultiSafepay recommend to our customers in preparation for peak seasons:
- Tokenization: What better way to satisfy your customers than by offering them a secure payment experience? Tokenization allows credit card data to be stored securely as a token (an alphanumeric code), which can be reused for future purchases with a single click. This not only protects consumers (and you) from data breaches but also enables a faster, frictionless purchasing process. It’s important to distinguish between two types of token-based transactions:
Customer-Initiated Transactions (CIT): where the customer actively authorizes each purchase, typically during the checkout process.
Merchant-Initiated Transactions (MIT): where the merchant triggers payments on behalf of the customer, such as for subscriptions or installments.
By leveraging tokens for both CIT and MIT, you can provide a seamless payment experience and unlock recurring revenue opportunities well beyond peak shopping days.
- Second Chance Emails: It’s frustrating when customers abandon their shopping carts just before completing a purchase. One of the most effective ways to recover these sales is through Second Chance emails—personalized reminders automatically sent to users who did not finalize their transactions. This simple yet impactful reminder can significantly boost your conversion by up to 35%..
- Payment links: Looking for a quick solution to receive payments? Consider using payment links! You can easily send your customers a payment link via their preferred channel, whether it’s email, SMS, or WhatsApp. Generating and sending the link takes only seconds, allowing you to receive immediate payment for orders. This convenient tool is particularly effective for telephone orders, as many of our customers have found.
MultiSafepay helps you turn every payment interaction into a chance to grow through solutions designed not just to increase conversions, but to build long-term customer relationships.
Make in-person payments fast and flexible
While Black Friday may seem far off, now is the perfect time to prepare for the influx of customers eager to buy. Consider expanding your range of POS terminals with mobile devices designed specifically for the retail sector. This approach empowers your staff to handle payments anywhere in the store, rather than being confined to the checkout counter.
Not only will this help reduce queues, but many modern payment terminals—like our P3 MIX—offer advanced features, such as displaying promotional items. This can be particularly useful for promoting products that may be temporarily out of stock.
Our SmartPOS terminals provide you with secure, fast payments and a broader range of payment options—perhaps even more than you thought you'd need. Have you ever considered giving your seasonal promotions access to a wider, international audience? The Peak Season is a great opportunity to expand your in-store customer base, especially with the increased footfall from international tourists during the holidays. That’s why adding a global player like Alipay+ to your payment mix makes perfect sense.
With over 30 partner payment integrations, Alipay+ is the wallet of choice for more than 1.6 billion Asian consumers. By offering Alipay+ to your in-store customers—and thanks to the powerful collaboration between Alipay+ and MultiSafepay—you’ll provide them with fast, secure, and trusted payment experiences when shopping abroad.
But it's not just about payment options. Our SmartPOS terminals also enhance your ability to manage your point of sale more efficiently. The brand-new P3H model optimizes all your store activities, ensuring smooth and functional processes, whether you’re monitoring stock using barcodes or processing high transaction volumes with ease.
Thanks to its large HD screen, which allows optimal navigation, and the power of its Octa-Core processor, the P3H delivers high-level performance even during peak periods.
We’re confident that these versatile tools will soon become indispensable to your retail operations.
Go omnichannel. Think unified.
Black Friday doesn’t live in a silo. Your customers move between online, offline, mobile, and social, often in the same journey. Your systems should too.
Unified commerce connects every channel into one experience, powered by real-time data and a centralized platform. Here’s why that matters:
Personalized promotions: Tailor offers based on real purchase history—across all touchpoints. You’re not guessing—you’re responding.
One consistent experience: From browsing to buying to picking up in-store, customers want it smooth. A unified approach makes it feel effortless.
Real-time performance insights: See what’s working (and what’s not) instantly. Optimize on the go, and take better-informed decisions, especially when stakes are high.
At MultiSafepay, we help merchants implement unified commerce strategies that strengthen brand presence and improve operational efficiency, not just for Black Friday, but long term. As your growth partner, we don’t just provide the tech — we help you bring it all together, aligning your systems, strategy, and customer experience into one seamless flow.
Monitor your campaign
The success of a promotional campaign hinges on many factors, and at the end of Black Friday, it’s important to evaluate your results. If your business goals were achieved, congratulations on a well-done job! However, if the outcomes fell short of your expectations, don’t despair—now is the time to ask the right questions. Were the products suitable? Did you choose the right channels to convey your offers? Do you truly understand your target audience?
These challenges can be addressed. First and foremost, it’s wise to have a Plan B ready to correct any missteps during the campaign. Monitoring every aspect of your efforts is crucial to identify areas for improvement and to plan more optimized actions for the future.
Make sure to use analytics tools that track not only sales but also user behavior, such as clicks, bounce rate, and abandoned carts. These insights are essential to understand what worked and what didn’t.
In this regard, our merchants consistently find value in utilizing our dashboard, especially during Black Friday. It helps them avoid mistakes by monitoring payment status in real time and keeping an eye on overall business performance.
The chance to segment data by channel, payment method, or time of day allows for quick, evidence-based decisions — even in the middle of a live campaign.
And remember: monitoring doesn’t stop after Black Friday. Be sure to analyze post-campaign data to identify which customers you’ve acquired, who made repeat purchases, and which potential buyers didn’t convert. Then tailor specific follow-up actions for the holiday season.
Black Friday is just the start. Let’s grow from here
We believe growth doesn't happen by chance—it happens by design, with the right support and the right tools.
That’s exactly why we are going to launch “We’ve got your back”, a content hub packed with expert tips and best practices to help you face the Peak Season with confidence. Whether you're scaling up, fine-tuning your omnichannel setup, or optimizing your checkout, we’re here to guide you through every stage of your growth journey.
Want tailored advice on how to optimize your payments for Black Friday? Get in touch with our team and let’s make this Peak Season your happiest yet.
