Reach Peak Performance
During Peak Sales Periods


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Step Out of the Darkness: Black Friday eCommerce Strategy For SMBs

The growth in sales events like Black Friday presents opportunity for merchants of all sizes to boost their revenues before the end of the year. But with retailers all over the world going into battle during these peak periods, merchants need to stand out with more than just price cuts. Based on our extensive consumer research into Black Friday behaviour across European markets, our latest eBook is filled with advice for smaller merchants to help them compete and succeed during annual peak sales days.

On Black Friday, Up to a Quarter of Online Shoppers Favour SMBs

If you think the presence of global retail giants like Amazon means there is no opportunity for your small to medium business, think again. Whilst international behemoths will claim the biggest share, up to a quarter of online shoppers in key European markets will choose to shop with smaller, niche retailers.

Why? Because while the big players can roll out the big discounts, the agility of small merchants means they can offer more targeted or unique products that stand out amongst the discount white noise of Black Friday. The trend is stark across Europe. Find out which markets provide the biggest opportunities.

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Go Global as Part of Your Black Friday Strategy

To find the customers who favour SMBs during peak sales days, merchants have to think global. Cross-border purchases rose significantly from 2016-17 and in an increasingly digital landscape, that figure is only set to rise.

With this in mind, it’s vital to align with a payments provider that can deliver secure cross-border conversions, providing the payment methods, currencies and protection that customers demand, wherever they are, and whatever device they choose to shop via.

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Don’t Discount Longer Lasting and Tailored Promotions

The Black Friday marketing strategy deployed by SMBs shouldn’t only focus on heavy discounts. Black Friday isn’t just a day, and it’s no longer just about price drops. There is growing widespread scepticism from consumers that heavy discounts are genuine, especially in the UK.

Discount pricing strategy alone is not enough. Instead, customers have a clear desire for value added offers and long-term incentives. This presents a significant opportunity for SMBs. Find out more insights to shape your future strategies.

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The Importance of Being Reactive to Returns

The perceived short term bargain window, leads to a ‘fear of missing out’ for many shoppers, who may choose to buy products when they don’t really need them or truly want them. Due to this, whilst these peak periods result in a high number of transactions, they also result in the highest volume of returns.

It’s important to step up your customer service capacity and ensure you can handle the volume of returns – especially as some of these products bought may be Christmas presents that need efficient processing. Learn more about the increase of returns and how to handle them in our eBook.


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Watch: How to Get Set for Peak Sales Periods

Get Prepared For Peak Sales, With Ingenico

Want to make sure you stand out to the crowds on Black Friday and other peak sales days?

Download our eBook and find out all you need to know, from preparing your website for increased traffic, to ensuring that traffic turns into conversions


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