Introduction
There is no single strategy that works for everyone – but there are some strategies that work for most.
In this e-book, you’ll get 15 proven SMS strategies, including real SMS examples designed to drive engagement and conversions when competition for attention is at its peak: during Black Friday and Cyber Monday.
Whether you’re looking to boost your online sales, drive traffic to your physical store, or strengthen your brand loyalty, you will find practical ideas and inspiration on how to use SMS strategically for Black Week – with great results.
1,8 mio. MobilePay swipes on Black Friday 2024
87 % of Danes shopped online in December 2024
60,8 % of Black Week-revenue came from mobile purchases in 2024
43 % increase in card transactions compared to 2023
Source: inmobile.com
- Buy one, get one free
- Buy one – give one to a friend
- Loyalty and VIP offers
- Giveaways
- Free gifts with purchase
Combine physical and online sales
Use SMS to drive traffic both online and in-store
Do you have both a physical store and a webshop? Then your Black Friday strategy should consider both channels – and SMS is the perfect bridge between them.
The goal is to meet the customer where they prefer to shop – and in 2025, that is often both digitally and in person. With SMS, you can segment recipients by location and send targeted messages to customers near your physical stores, while boosting online sales through links, discount codes and reminders.
For example, you can offer an exclusive in-store discount when showing the SMS, or use text messages to invite people to local VIP events, in-store VIP evenings or click-and-collect options. SMS allows you to be fast, precise and personal – across every channel.
02 Buy now – pay later
Remove friction for price-conscious customers and increase order value
“Buy now, pay later” has become a standard customer expectation in online shopping –especially during high-traffic sales periods like Black Friday, when wishlists and impulse buying go hand in hand.
By offering flexible payment options, you make it easier for customers to buy from your shop –and more likely that they will spend more than they originally planned.
Use SMS to highlight your available payment methods and give shoppers the confidence to purchase through monthly installments or delayed payments.
03 Buy now – use later
Use Black Friday to sell gift cards, experiences, or pre-paid
services
Not every product needs to be used right away. If you sell something that customers often need or that can be used later – such as café visits, treatments, fitness, gift cards or experiences – Black Friday is the perfect opportunity to drive sales now, even if the product or service is used later.
It gives customers a sense of being prepared – and gives you a steadier revenue stream.
Use SMS to e.g. promote gift cards or punch cards as holiday gift ideas, or offer exclusive discounts on services and products that will be delivered or used at a later date.
04 Buy one, get one free
Double the value for your customers with a free gift
“Buy one, get one free” is a classic crowd-pleaser – especially during Black Friday, when shoppers are extra focused on getting maximum value for their money. This strategy works particularly well for products customers tend to buy in multiples or can easily share with others.
Think toothbrushes, protein bars, clothing, shampoo or subscriptions etc. The format is easy to communicate via SMS and creates an instant incentive to buy – especially when the offer is time-limited or applies to selected items only.
05 Buy one – gift one to a friend
Build loyalty and grow your customer base through existing customers
This strategy is ideal if you sell a product or service that customers typically only need one of – like a subscription, an experience, or a long-lasting product. By letting the customer gift an extra item or service to a friend, you expand your reach and audience in a trustworthy, personal way.
It also feels exclusive for the existing customer, who receives a special perk, while your brand gets exposure to new potential buyers through a personal recommendation.
SMS is the perfect channel to explain how the offer works and inspire quick action.
06 Loyalty and VIP offers
Reward your most loyal customers with exclusive perks and early access
Let your most loyal customers know they matter by offering special VIP deals or experiences. With SMS, you can easily send out exclusive offers, early access, or personal gifts to a select audience.
This strategy works because it creates a sense of being part of something special – of getting more than everyone else. At the same time, it strengthens your relationship, increases repeat purchases, and boosts the incentive to stay subscribed to your SMS list.
For example, you can give your VIP segment early access to your Black Friday deals or surprise them with a unique gift with their order.
07 Giveaways
Grab attention with free samples, experiences or products
Giveaways are a powerful way to generate interest, attract new customers, and drive conversions – especially during Black Friday, when the battle for attention is intense. It does not have to be expensive or complex: A free sample, a small bonus item, or a simple experience can create excitement and real value.
It works both online and in-store.
Use SMS to clearly communicate what the giveaway is, how to get it – and why customers should act now. Create urgency by emphasizing limited availability and short timeframes.
This strategy is especially effective if you want to build a positive first impression and encourage upselling at the same time.
08 Free gifts with purchase
Surprise your customers with something extra and boost loyalty
Everyone loves a gift – especially when it is unexpected. Offering a free gift with purchase can increase both order value and the perceived value of the shopping experience.
You can give a gift to all customers, to the first X number of orders, or for purchases over a certain amount.
That little bonus creates joy, strengthens the relationship, and increases the chance that the customer will shop with you again. It is also a great way to encourage upselling, as customers get to try – and fall in love with – something new they might not have bought otherwise.
Just make sure the gift is relevant and genuinely valuable so that it feels like a real reward and not just a filler.
09 Engage customers through dialogue
Show customers that you are listening to them
SMS does not have to be purely transactional. When you invite your audience into a conversation, you show that you take them seriously and care about their needs – and that builds trust.
Dialogue can take many forms: asking questions, offering personal advice, gathering feedback or tailoring offers based on individual preferences.
Of course, this approach requires more effort from you as a sender – but it also results in stronger relationships and higher conversion rates. Especially if you sell products or services that can benefit from personalisation, consultation or guidance.
10 Buy more – save more
Encourage bigger purchases by offering higher discounts the more they buy
This strategy makes it attractive for customers to add a little extra to their cart. The more they spend, the better the deal – whether that is in the form of a bigger discount or a larger gift.
It is particularly effective if you want to boost average order value, clear out inventory, or activate loyal customers with high purchase potential.
“Buy more, save more” has a built-in logic that is easy to understand – and it communicates strongly via SMS.
11 Black Friday competition
Boost engagement and traffic with a fun competition
Competitions work – especially when the prize is worth winning. A Black Friday contest can help you build hype ahead of your sale, drive traffic to your store or webshop, and grow your SMS list.
It could be anything from a raffle for all customers who make a purchase, to a treasure hunt in your store, or something entirely different. Let your creativity lead the way and create a fun competition that builds buzz around your brand.
With SMS, it is easy to explain the rules and invite your audience to participate.
12 Make a positive impact
Turn Black Friday into more than just big discounts
Black Friday does not have to be all about profit. It is also a great opportunity to combine your sales event with doing something meaningful.
More and more consumers make value-driven choices – even during Black Friday. If your business supports a good cause, donates part of the proceeds to charity, or has a sustainability mission, SMS is a great way to engage customers and invite them to take part.
It is not about saying “look how good we are” – it is about creating a shared sense of purpose while still offering great deals.
13 Limited stock
Create urgency and FOMO to boost sales
Nothing triggers FOMO (fear of missing out) quite like a limited stock.
If you have a restricted number of popular items, SMS is a great way to spark urgency and get customers to act fast. Be clear about the limited availability and make it known that it is first come, first served.
By tapping into that small fear of missing out, you can seriously accelerate conversions. Limited stock not only adds excitement – it also drives real results, especially if you time your message just right.
14 Black Friday Bundles
Bundle popular products to deliver more value – for your customer and you
When shopping on Black Friday, customers are hunting for the best deals – and that does not always mean big discounts. By creating exclusive product bundles, you can offer great value while also increasing average order value.
Put together your bestsellers, related items, or special edition products into one irresistible package – available only during Black Week. When combined with a compelling bundle discount, it becomes easy and attractive for the customer to say yes.
15 Limited time or day offers
Drive sales throughout all the days of Black Week
By spreading your deals across multiple days or hours, you keep customer interest high and make the most of the entire Black Week – not just one day. It is also an effective way to encourage repeat purchases and manage pressure on your inventory.
With SMS, you can easily tease upcoming deals, send reminders, and clearly communicate exactly when an offer starts and ends. The more exclusive and time-sensitive it feels, the higher the conversion rate tends to be.
Time- or day-limited offers can apply to selected products or categories – variation often drives more visits.
Bonus: Follow up after Black Week
End the season with a personal message – and build long-term loyalty
Once Black Week is over, it is time to evaluate. And that means more than just looking at conversion rates and revenue – it is also about understanding the customer experience. With SMS, you can easily ask for feedback and take the first step toward building a more loyal customer journey.
A simple thank-you message shows appreciation. By asking how their experience was, you show that you listen – and that feedback can also help you improve future campaigns. It also keeps the relationship alive, turning Black Friday shoppers into year-round customers.
Want more ideas, examples and guides to help you succeed with SMS during Black Week? Visit our Black Friday universe.
SMS is the best way to ensure that your message is read by recipients, no matter where they are in the world.