By Shane Barker
Black Friday isn’t just another shopping day—it’s the Super Bowl of retail. In 2021, online shopping alone raked in a whopping $8.9 billion in sales, and that doesn’t even touch what was spent in physical stores. It’s a massive opportunity, but also a battlefield where local businesses must fight tooth and nail against the giants like Amazon, Target, and Walmart.
If your clients want a slice of this action, they need to prepare their Google Business Profile (GBP) and website well in advance. Let’s break down a Black Friday strategy that’ll have their local business standing out like a diamond in a coal mine.
Your Local Business Checklist for Black Friday
1. Set Holiday Hours
Black Friday is notorious for drawing early birds—shoppers who’ll line up at the crack of dawn, still stuffed from Thanksgiving dinner. And as each year passes, these sales start earlier and earlier, with many stores even opening on Thanksgiving Day.
For your client, it’s crucial to update their GBP with accurate holiday hours. Whether they’re opening at 5 a.m. on Black Friday or staying closed on Thanksgiving, customers need to know. Updating holiday hours in the Google Business Profile is a simple but essential step to avoid frustrating would-be shoppers. Nothing turns off a customer faster than showing up to a closed store when Google said it’d be open.
Quick Tip: Confirm the holiday hours even if they’re the same as usual. This shows Google—and potential customers—that the info is up to date.
2. Showcase Black Friday Products in the Product Catalog
The GBP Product Editor is your client’s best friend during Black Friday. It’s prime real estate to showcase their top-selling items or special Black Friday deals. With 65% of shoppers comparing prices online while browsing in-store, it’s a golden opportunity to grab their attention before they even walk through the door.
Make sure your client’s products are listed with accurate pricing, high-quality images, and compelling descriptions. The Product Catalog isn’t just about showing what’s available—it’s about making these products irresistible.
Pro Move: Use the Product Catalog’s call-to-action (CTA) feature to link directly to the product pages on your client’s website. This smooths the path from browsing to buying, which is exactly what you want on Black Friday.
3. Publish Google Posts to Hype Up the Sales
Google Posts are a killer way to keep your client’s business top of mind as Black Friday approaches. Unlike traditional blog posts that take time to rank, Google Posts appear instantly in local search results and Google Maps.
Use these posts to share announcements about Black Friday deals, highlight best-selling items, or provide shopping tips. Consistent posting leading up to the big day can build excitement and keep customers informed.
Pro Tip: Repurpose these posts into email marketing campaigns to give your client’s Black Friday efforts an extra push. Personalized emails with discount codes and reminders can convert browsers into buyers.
4. Create a Black Friday Landing Page
If your client is in a restricted industry like finance or healthcare, where GBP content is limited, focus on their website. A dedicated Black Friday landing page can drive traffic and sales. Google recommends creating this page well before the sale to give it time to rank.
Make the URL evergreen—something like /black-friday-sales—so it can be reused every year. Add internal links, high-quality images, and ensure the page is optimized for search.
Pro Tip: Request a recrawl through Google Search Console to make sure the page is indexed with all the latest updates.
5. Ensure the Website is Mobile-Friendly
Mobile shopping isn’t just a trend—it’s the future. In 2021, nearly 43% of Black Friday sales were made on mobile devices. Customers are using their phones to find local stores, check inventory, and compare prices. If your client’s website isn’t mobile-friendly, they could miss out on a significant chunk of traffic.
Pro Move: Double-check that the site is responsive and loads quickly on mobile devices. A clunky mobile experience can turn eager shoppers into lost sales.
Wrapping Up
Getting your client’s Google Business Profile and website ready for Black Friday isn’t just about preparing for one day of sales—it’s about setting up for success in the busiest shopping season of the year. By updating holiday hours, showcasing top products, and leveraging Google Posts, you can help your clients maximize their Black Friday potential.
But it doesn’t stop there. These strategies are building blocks for a strong, year-round online presence. Black Friday is a flashpoint, but with the right approach, your clients can keep that momentum going long after the deals are gone.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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