Black Friday and the Holidays: How to Use Reddit for an Ecommerce Brand

Between Black Friday and Christmas, your customers buy more, but they also compare more. They search "best gift for…", "is this brand worth it?", "Black Friday deal": and Reddit is one of their sources. Here's how to benefit without turning your accounts into billboards.

What people look for on Reddit during the holidays

• Gift ideas: "gift for a runner", "gift for a friend who loves coffee".
• Reviews before buying on sale: "is X worth it at 30% off?".
• Deals: many communities have a dedicated thread for end-of-year promotions.

What to do 3 to 4 weeks before

1. 1Find last year's "gift ideas" threads in your niche: they come back every year, often in the same communities.
2. 2Check what is being said about your brand. An unanswered negative thread costs more in November than in March. Our guide on managing your reputation on Reddit explains how to reply.
3. 3Prepare answers to frequent objections: shipping times before Christmas, returns, sizing, warranties.
4. 4Read each community's promotion rules: some only allow promotions in a pinned thread.

During the sales

• Share your offers only where it's allowed, being transparent that you're the brand.
• Answer questions about shipping, stock and returns, quickly and clearly.
• Take part in "gift ideas" threads with real recommendations, not just your products.

A comment recommending three products including yours, with honest reasons, converts better than a lone link.

What not to do

• Post your promo code in ten communities on the same day.
• Create accounts just for the season: they don't have the history needed and get filtered.
• Ignore shipping complaints: in December, every hesitant shopper reads them.

After the holidays

January is the perfect time to respond to feedback ("I got X for Christmas, any tips?") and help new customers. That's also when the reviews next year's shoppers will read get built.

Black Friday on Reddit is prepared weeks ahead, because it takes credible accounts. If you're starting from scratch, begin with the basics.