As Black Friday fast approaches for another year, Australian retailers, e-tailers, and SMEs are preparing to enhance the shopping experience for their customers. A crucial aspect of this preparation is ensuring the shipping process is quick, efficient, easy to understand, and dependable for online shoppers.

Black Friday is a day marked on many consumers calendars globally, holding off on spending before the date to score a bargain. Australians are no different, expecting to splurge this Black Friday outgrowing last year’s figures which outpaced the typical pre-Christmas/December shopping activity, as many are seeking bargains amidst the ongoing cost of living crisis.

According to the latest figures from the Australian Bureau of Statistics (ABS), Australian retail turnover increased by 2 per cent (seasonally adjusted) in November 2023. As consumer behaviour continues to change which is driven by economic pressures and evolving spending patterns, Australian SMEs have a significant opportunity to capture a share of the Black Friday excitement. By aligning with consumer preferences of speedy and trusted delivery, businesses can effectively position themselves to succeed in this vibrant market.

At FedEx Australia, we pride ourselves on being a trusted partner to our clients with proven strategies in place to ensure we always deliver. These include:

1. Prepare in advance: Begin preparations well before the Black Friday rush. Key steps for SMEs include updating sales forecasts, reviewing supply chains, optimising the order fulfilment process, and keeping inventory in check.

2. Encourage early shopping: Use promotions such as free or discounted shipping to motivate customers to purchase before the peak period. If offering free shipping, consider extending the delivery time to keep costs manageable.

3. Set customer expectations: Keeping customers informed throughout the shipping process is essential. Partner with reliable shipping providers to meet delivery expectations with options like same-day or next-day delivery.

4. Track order volumes closely: Monitor the influx of orders, the effectiveness of promotions, available inventory, and fulfilment processes. Close tracking helps you adapt to fluctuating demands and avoid stockouts.

5. Communicate order status effectively: Keep customers updated with their order status to reduce inquiries. Send tracking details with order confirmations, provide regular updates on the fulfilment process, notify of any delivery delays, and include a FAQ section on your website.

6. Optimise packaging: Invest in durable and recyclable packaging materials that protect products and help manage shipping costs. Lightweight yet strong materials can reduce damage during transit and keep expenses lower.

7. Streamline Black Friday shipping: Encourage customers to consolidate their orders to save on shipping costs and time. Offer discounts for consolidated shipments to deliver products, like electronics and clothing, together. Simplify operations by scheduling regular pickups instead of arranging individual ones.

8. Enhance the customer experience: Provide options for gift-wrapping and personalised touches like custom messages to make recipients feel special.

9. Be prepared for changes: Be ready to handle unexpected issues that could impact shipping and delivery. Keep customers informed with alerts about potential delays and work with suppliers and customers to find solutions to ensure timely delivery.

By incorporating these shipping strategies into your Black Friday plans, Australian SMEs can create a seamless and successful shopping experience. With thoughtful preparation, efficient operations, and dependable shipping partners like FedEx, businesses can deliver satisfaction and excitement to shoppers everywhere.

Peter Langley is vice president for FedEx Express Australasia.