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Expert Answer • 1 min read

What marketing channels work best for Black Friday?

As an e-commerce business owner, I'm trying to develop a comprehensive Black Friday marketing strategy that maximizes our reach and conversion potential. I want to understand which marketing channels provide the best return on investment, how to allocate my budget effectively, and what unique approaches can help me stand out during the most competitive shopping period of the year. With limited resources and intense competition, I need a data-driven approach to channel selection that ensures I'm not wasting money on ineffective tactics.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

The highest-ROI Black Friday channels for most Shopify stores are: email (highest ROAS, lowest cost), SMS (high open rates), paid social retargeting (targets warm audiences), and Google Shopping ads (captures buyers already searching). For new stores, influencer marketing drives discovery cost-effectively.

Complete Expert Analysis

Best Marketing Channels for Black Friday

Not all channels perform equally on Black Friday. Email and SMS consistently deliver the highest ROAS for established stores. Paid ads work best for stores with existing audiences to retarget. Organic social builds awareness but rarely drives direct conversions at scale.

ChannelBest ForAvg ROASCost Level
Email marketingExisting customers, warm leads30-60xLow
SMSHigh-urgency messages, launch alerts20-40xLow-medium
Paid social retargetingSite visitors, cart abandoners5-12xMedium-high
Google ShoppingBottom-funnel buyers with intent4-10xMedium-high
Influencer marketingNew audience discovery2-6xVariable
Organic socialBrand awareness, communityDifficult to trackLow (time cost)

Channel priority by store maturity

New store (under 1 year)

Influencer + paid social prospecting + email list building

Established store

Email + SMS first, then retargeting, then paid prospecting

Growth Suite tip: Growth Suite's Trigger Campaigns and Growth Links turn your highest-ROAS channel (email) into an even more powerful tool by delivering personalized offers when subscribers click through - converting email clicks into actual purchases with targeted, time-limited discounts.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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