TT5 #2: Season's Greetings
Season’s Greetings: Charting a course for Black Friday Success
Previously on TT5...
Last time, Dan kicked things off with Ready for Departure — helping operators set their festive strategy, shop setup, and team for success.
This week, it’s time to put that prep into action and navigate one of the biggest moments of the year: Black Friday.
The Countdown Is On
The festive sales window is officially open and with over £40 million in gift cards expected to sell through Toggle this season, there’s still plenty of time to make an impact.
Now in our seventh Christmas at Toggle, we’ve learned a few tricks to help operators maximise sales, stay organised, and enjoy a stress-free December.
Key Dates and Deadlines
The Black Friday weekend kicks off on 29th November, followed by Cyber Monday on 1st December. Operators should also plan around Royal Mail’s last posting dates.
Pulling these deadlines forward by a few days helps manage customer expectations and fulfilment demands. Around a third of customers still want a physical gift to wrap, so stock up on greetings cards, carriers, and envelopes early.
Black Friday Made Simple
To make your Black Friday campaign a success, think like a retailer. Plan early, prepare your marketing materials, and review your customer journey end-to-end.
Your checklist:
✅ Review last year’s data and set clear goals
✅ Decide your offer — discount or added value
✅ Prepare assets, update CTAs and links
✅ Build hype ahead of launch
✅ Be ready to support customers and staff on the day
Schedule comms early (as early as 3am) to hit inboxes before the rush. Split test subject lines, avoid unengaged lists, and have your team on hand to answer questions quickly.
The Results Speak for Themselves
Paragon Group saw an incredible 527% increase in gift card sales after introducing physical gifting across their venues — supported by table talkers, emails, and social media.
During Black Friday weekend alone, they sold £428,782 through their Toggle shop. Proof that a well-planned campaign pays off.
Promotions That Perform
- 20% is the sweet spot — whether that’s a discount or added value.
- Running an offer on Black Friday can move 45% of your Q4 gifting sales into November.
- Multi-product brands see up to 100% growth in non-discounted lines when running a Black Friday promo.
Keep promotions simple, short, and clear. Avoid calling products “Black Friday Gift Cards” (that name appears on the voucher), and apply the promo across all relevant products.
Don’t Panic, There’s Still Time
Even if you’re just starting, you can still make big changes that matter. From last-minute promotions to improving your customer journey, small tweaks can deliver huge festive returns.
As always, we’re here to help you succeed this Christmas.
Open your Toggle account today
Next stop: Toggle Time 5 #3: The Gift Game — We’ll explore festive marketing ideas, promotional offers, and ways to tap into corporate gifting to boost December sales.
(Friday 7th November @ 2pm)
