Last updated: November 2026.
The best Black Friday email plan for a Nigerian online store is 5 emails over about 2 weeks: a heads up, an early access offer, the main launch on 27 November, a reminder before it ends, and a thank you. Send them only to people who agreed to hear from you, keep each one to a single offer and a single button, and test everything before you press send.
Black Friday is on 27 November 2026, and reports say Jumia’s campaign runs from 30 October to 30 November, so your customers are already seeing deals everywhere. Email is how you reach the people who already know your brand, without paying for ads. This plan is built for small stores on Shopify, WooCommerce or any website with an email tool.
Quick answer: your 5 email Black Friday plan
| Send date | Goal | |
|---|---|---|
| 1. Heads up | Mon 16 Nov | Tell your list what is coming and when |
| 2. Early access | Wed 25 Nov | Reward your subscribers with the deal first |
| 3. Launch | Fri 27 Nov morning | Announce the main offer with one button |
| 4. Last chance | Sun 29 Nov evening | Remind people before the offer ends |
| 5. Thank you | Tue 1 Dec | Thank buyers and invite the rest to a smaller offer |
Table of Contents
Before you write: 5 things to sort out first
- Consent: only email people who agreed to hear from you. This is general information, not legal advice, and Nigerian data protection rules apply to marketing emails
- One clear offer per email, with a real start and end time
- A working unsubscribe link in every email
- A fast landing page on your store, tested on a phone
- Your discount set up and tested, so the code in the email works
If your list is small, do not panic. A list of 100 people who want your emails beats 5,000 who never asked. Our guide to building an email list from zero in Nigeria shows how to grow it before the sale, and how to start email marketing covers the basics.
The 5 emails in detail
1. The heads up (Mon 16 Nov)
Tell people the date, what kind of offer to expect and how to get early access. Keep it short. The goal is to be remembered, not to sell.
First line: Our biggest sale of the year starts on 27 November. Reply to this email with the item you want most, and we will tell you if it is in the sale.
2. Early access (Wed 25 Nov)
Give your subscribers the offer a little before everyone else. This rewards the people who signed up and builds urgency without tricks. Only say ‘limited stock’ if the stock really is limited.
First line: You joined our list, so you get the sale before the public. Use the code at checkout.
3. The launch (Fri 27 Nov)
One headline, one product or collection, one button. Put the deal at the top, not the bottom. Send it in the morning, when many people check their phones.
4. The last chance (Sun 29 Nov)
Remind people when the offer ends, in Lagos time, with a real deadline. Show the same offer again. Do not invent a new deadline later, because customers remember.
5. The thank you (Tue 1 Dec)
Thank people who bought and tell them how to track their order. For people who did not buy, send a softer offer or a reminder of the products they viewed.
Switch on automations before the rush
Some emails should send themselves. Our guide on 5 email automations every online store needs explains the ones that matter, and our abandoned cart email guide shows how to win back shoppers who leave without paying. Turn them on and test them at least a week before 27 November.
- Welcome email for new subscribers
- Abandoned cart reminder
- Order confirmation and delivery update
- Review request a week after delivery
Writing the emails faster with AI
You can use ChatGPT to draft the first version, then edit it with your real prices, dates and tone. Never let AI invent discounts or reviews. Our guide on using ChatGPT to write email campaigns has a fill-in prompt you can copy.
Checklist before you press send
- The offer, price and dates are correct
- The code works on a phone
- The link opens the right page
- The unsubscribe link and business details are in the footer
- You sent a test email to yourself and checked it on a phone
- The send time is in Lagos time
- Someone can answer replies and WhatsApp messages
Mistakes to avoid
- Emailing people who never asked to hear from you
- Sending 5 offers in one email
- Using fake countdowns or stock claims
- Leaving the discount code untested
- Sending nothing after Black Friday
Real stores this plan fits
These are examples of the kind of stores we build, not email results.
| Business | Type | What was built | Why it matters |
|---|---|---|---|
| Treasure Naturals | UK skincare store | Migration from WooCommerce to Shopify | Repeat buyers are a natural fit for early access emails |
| Cosmetic Formulator Depot | Shopify store | Shopify e-commerce website | A product catalogue with many items worth featuring in a sale |
Frequently asked questions
How many Black Friday emails should I send?
For a small store, 5 emails over about 2 weeks is a sensible plan. Send fewer if your list is small, and always give people an easy way to unsubscribe.
What time should I send my Black Friday email?
Morning works for many stores, but test with your own list. We do not have a Nigerian benchmark to quote, so watch your own open and click numbers.
Do I need paid ads as well?
No. Email to your own list costs far less than ads and reaches people who already trust you. Ads can help later.
Can you set up my email marketing?
Yes. See our email marketing service or book a free strategy call.
Want your Black Friday emails set up?
Tell us about your store and email list, and we will help you plan it.