Marketers struggle to personalise Black Friday offers despite need

New research indicates a significant disconnect between marketers' recognition of the importance of personalisation and their ability to execute it effectively during Black Friday, a key period for eCommerce.

Execution challenges

Nearly all marketers, at 99%, state that personalisation is crucial for eCommerce success. However, 27% admit to struggling with personalising offers during the intense Black Friday trading period. Findings are based on insights from over 150 eCommerce marketing leaders spanning the UK, Germany, Spain, and Poland.

Personalisation is seen as key to creating meaningful customer relationships, yet only half of marketers report strong customer retention through these efforts. According to the research, 51% see improvements in retention, 46% cite higher engagement, and 41% note increased revenue linked to personalisation initiatives.

Barriers identified

Beyond difficulties in personalisation, other challenges persist. A quarter of marketers (25%) say they cannot convert new Black Friday customers into repeat buyers, missing the chance to foster long-term loyalty during peak sales periods. Additionally, 24% acknowledge delayed action on real-time data, which can result in missed opportunities to adapt offers and customer experiences dynamically.

Time constraints present another clear issue. Almost half of respondents (47%) describe themselves as time-poor or 'just about coping' with workloads during high-demand retail periods. This suggests that the pressure to deliver fast, targeted marketing is not being met with sufficient resources or technology.

Technology investment

Looking to the coming year, many marketing teams intend to address these gaps. More than a third (37%) plan to introduce new personalisation strategies in 2026. Investment priorities for the next year include customer journey mapping, chosen by 43% of respondents, and advanced visualisation tools, cited by 45%.

"Personalisation is rapidly becoming essential for cutting through the noise in today's crowded inboxes," said Phil Draper, CEO, SALESmanago. "The data shows a clear opportunity. With the right personalisation technology, marketers can bridge the gap between strategy and execution, turning one-off buyers into lifelong customers. Ultimately, this unlocks greater loyalty and revenue."