Black Friday packaging – 15 tips to prepare your business

Black Friday, initially introduced in the United States, occurs on the day after Thanksgiving. It began as a way to entice shoppers into starting their Christmas shopping – effectively an unofficial launch to the festive season.

However, the “Black Friday” phrase did not become widespread until the 1960s, with some claiming that it refers to the day that retailers “move into the black” and start making a profit for the year, whilst others claim it is related to price markdowns.

Considering your staff requirements is equally as critical as your fulfilment processes, whether this involves bringing in temporary staff, offering more overtime opportunities, or taking steps to retain your existing team.

However, staffing can be difficult at the best of times, whilst continuing high job vacancies make recruitment particularly difficult. Emile Naus, partner at a consultancy firm, BearingPoint and formerly head of logistics at Marks & Spencer’s, is quoted as saying:

You need more people in warehouses, but for very short amount of times. You either bring them in early and train them, and they’re standing around doing nothing, or you bring them in late and they don’t know what they’re doing, they make mistakes, and this has an impact on customers.

As such, it is critical to have a well-trained and focused workforce. However, you must also provide the right environment to maximise your staff’s efficiency.

Another benefit of well-trained and engaged staff is that they are more likely to use the correct packaging.

Gone are the days when customers unquestioningly accepted unnecessarily big cardboard parcels stuffed with protective bubble wrap containing tiny purchases. Instead, appropriately sized boxes made from recyclable materials, paired with visual and brand appeal, are a must to retain customer loyalty.

Oversized packaging will cause a variety of issues for your business.

It leads to an increase in your shipping costs (you’re essentially paying to ship empty space). It could mean you’re using an excessive amount of void fill, such as kraft paper, packing peanuts, or bubble wrap, which can increase your costs even more. It can even garner negative publicity through social media (or press coverage in extreme cases), and all of these points are in addition to the environmental impact.

During the Black Friday period, it’s easy for staff to select the wrong box. Ensure that you are properly training your workforce (and that they have enough stock) to avoid this problem.

The potential for damaged products and customer returns across the Black Friday and Christmas period is significant. With increased online activity among consumers, this problem is likely to grow as well.

An eCommerce order can have as many as 50 touchpoints before it even reaches the end consumer. In turn, there are 50 potential opportunities for the package to be mishandled and damaged before reaching its destination.

This journey for eCommerce packaging is in stark contrast to the estimated 10 touchpoints for products that end up in traditional retail stores.

As such, it is critical that your packaging can withstand the rigours of the delivery network. To achieve this, collaborate with a packaging designer who can provide guidance on the optimal packaging material, design, and size.

Testing, both theoretical and physical, can also be priceless.

By neglecting your packaging’s primary function—protecting its contents—you also risk increased product damage, customer returns (and the associated costs), and negative coverage and sentiment about your brand and products.

While protecting products in transit is the primary objective for your Black Friday packaging (and all packaging, for that matter), the bar has been raised significantly in recent years.

Your packaging is one of the key tactics you can use to drive ongoing loyalty amongst your customer base.

That feeling that your customers get when opening their order – surprise, delight, excitement – can turn them into brand advocates (as well as gaining your business crucial word-of-mouth recommendations).

As such, your packaging should aim to go above and beyond, making your customers feel valued, communicating your brand message, and bringing your business to the forefront of their minds by showing care and attention to detail.

As with not focusing on customer experience, poor-quality Black Friday packaging can have a longer-term impact on your business’s success.

Whilst no one underestimates the short-term pain of replacing or refunding a damaged item, 57% of shoppers said that they would be hesitant to shop with a retailer again if they received a broken or damaged product.

In the context of increased Black Friday activity, there is potential for thousands of pounds of business to be lost, not only in returns but also in lost brand loyalty and missed opportunities for repeat orders.

Regardless of the unboxing experience your packaging provides, if it arrives damaged, looks scruffy, or is even complicated and frustrating to open, it counts for nothing.

Sustainability remains an important consideration for consumers. One in four shoppers (26%) would not continue to purchase from a retailer that used excessive packaging.

For eCommerce businesses to lose such a big portion of their potential market due to using the wrong packaging is significant.

Wherever possible, use recyclable and biodegradable materials, such as cardboard and paper. Consumers also view the addition of printed recycling symbols and logos, as well as participation in a scheme (e.g., FSC-certified packaging), in a positive light.

Of course, using correctly sized packaging can also help to reduce your CO2 emissions and minimise your environmental impact.

With consumers receiving ever-increasing amounts of packaging due to the shift to eCommerce, it is essential that your Black Friday packaging is the right size and also quick and easy to recycle.

If Black Friday is your most important sales event of the year, then it may be worth considering limited-edition packaging to match.

The obvious choice is to use eCommerce or retail boxes with black print, although there are many different branding ideas that you may want to consider.

Whilst there is a cost involved, special edition packaging can enhance the unboxing experience, potentially winning new customers and helping to retain your existing ones. It can also help you to stand out from the competition, potentially assisting with brand recognition and recall.

Whether you are considering special packaging for your Black Friday or Christmas promotions, ensuring consistency in branding and experience is vital for retaining customers.

Suppose your packaging does not match the experience of your online shop or retail store or even what customers expected based on your brand positioning. In that case, it can mean difficulty retaining customers and repeat business. This is particularly true for Gen Z and Millennial customers.

Your packaging should represent and reflect your position within the market, complementing your brick-and-mortar stores and online experiences.

Although the trend toward eCommerce is still accelerating, the traditional distinctions between online and offline retailing are becoming more blurred. Click-and-collect services and in-store returns further reflect this.

So, while much of the focus for brands participating in Black Friday is on their e-commerce activities, in-store spending still accounts for 44% of the total spending during the Black Friday period.

Of course, retail packaging provides several different challenges (and opportunities) to eCommerce boxes.

Your retail packs should help capture consumer attention in typically crowded brick-and-mortar stores, where brands are vying for attention. It should reflect your market positioning and align with consumers’ other touchpoints with your business, including online properties.

It is also beneficial to remember that visiting retail stores can be a valuable experience, such as taking children to view toys or shopping for unique Christmas gifts.

Considering limited edition packaging is a good idea, although options such as sleeves or labels that can enhance existing product packaging are a great, lower-cost alternative.

A proper omnichannel strategy ties all of this together, with your online and offline packaging complementing each other.

It is crucial to learn from both your mistakes and your successes.

For example, your Black Friday sales figures may reveal which product lines are in high demand and which are struggling to meet the desired sales targets. This data may influence future promotions, pricing, product development, and packaging requirements.

Similarly, can you see patterns in terms of product returns? Do certain products seem more affected by damage during transit (which would require a different approach to your packaging)?

You can apply these lessons immediately to any Christmas promotions or January sales activity you may be running, but you should also consider them for subsequent years. It is never too early to start planning for next year!

The bottom line is that your Black Friday packaging can provide a competitive advantage if you get it right. This benefit is even more critical when set against the discounting (and subsequently slim margins) that characterise trading during this period.

By minimising the cost and brand damage of returns, fostering consumer loyalty, and maximising the efficiency of your packaging, supply chain, and retail operations, you can reap significant long-term benefits for your business.

Ultimately, all the points outlined in this guide should work towards the same goal: exceeding your customers’ expectations.

Sales periods like Black Friday are your crucial opportunity to convert first-time buyers into long-term customers while keeping existing customers happy.

Whilst the processes in your warehouse, packaging costs, and brand positioning are all of critical importance, winning and retaining customers is the lifeblood of your business.

Ensure your packaging doesn’t give them a reason to shop with a competitor.

If your online store, marketing, product selection, and pricing are all on point, chances are you will see a rise in demand on Black Friday, Cyber Monday, and the festive period beyond.

If you experience improved sales, ensure you don’t let your customers down through poor packaging that doesn’t protect in transit, slows down fulfilment times, or is just plain hard to open.

And pay attention to the unboxing experience, you should aim to surprise and delight your customers.

Do you need help with any of this? If so, please don’t hesitate to contact us. At GWP, we have extensive experience creating Black Friday packaging that protects your products, grabs consumer attention, and exceeds your customers’ expectations.