Proven Black Friday Marketing Tactics for eCommerce Growth

Flora An

·April 4, 2025

·24 min read

Black Friday is a golden opportunity for eCommerce businesses to skyrocket sales and connect with customers like never before. Did you know that in 2023, over 90 million U.S. consumers shopped online during Black Friday, contributing to a staggering $9.8 billion in sales? This annual shopping frenzy isn’t just about discounts; it’s a chance to boost customer engagement and build lasting relationships.

With online toy sales surging by 285% and electronics accounting for 40% of total sales, it’s clear that a well-planned Black Friday strategy can transform your business. Tools like Sobot’s Live Chat can help you provide real-time support, ensuring a seamless shopping experience for your customers. Are you ready to make the most of this shopping season?

Understanding Black Friday Marketing Strategies

What Are Black Friday Marketing Strategies?

Black Friday marketing strategies are carefully planned approaches designed to maximize sales and customer engagement during the biggest shopping event of the year. These strategies focus on creating urgency, offering irresistible deals, and leveraging multiple channels to reach your audience. For example, flash sales and limited-time offers can drive quick decisions, while personalized recommendations powered by AI can make your customers feel valued.

Social media plays a huge role in these strategies. Platforms like Instagram and Facebook are perfect for promoting deals and engaging with your audience. You can also use email campaigns to share exclusive discounts or loyalty rewards. By combining these tactics, you can create a seamless shopping experience that keeps customers coming back.

Tip: Understanding the psychology of urgency and scarcity can help you craft offers that encourage faster purchases. For instance, phrases like "Only 5 left in stock!" can make a big difference.

Why Are They Crucial for eCommerce Businesses?

For eCommerce businesses, Black Friday is more than just a sales event—it’s a chance to stand out in a crowded market. In 2022, Black Friday sales reached $6.3 billion, a 23% increase from the previous year. This shows how effective Black Friday marketing strategies can directly impact your revenue.

Mobile shopping has also transformed the game. With 71% of purchases made on mobile devices, ensuring your website is mobile-friendly is no longer optional. A smooth mobile experience can boost conversions and keep customers engaged. Tools like Sobot Live Chat can further enhance this experience by providing real-time support, helping you turn visitors into buyers.

Key Benefits of a Black Friday eCommerce Strategy

A well-executed Black Friday eCommerce strategy offers several benefits:

Increased Conversion Rates: Brands using omnichannel strategies saw a 5% boost in conversions.
Higher Revenue: Data-driven offers, like discounts tied to cart value, can encourage larger purchases.
Improved Customer Loyalty: Post-purchase experiences, such as follow-up emails or loyalty programs, can turn one-time buyers into repeat customers.
Operational Efficiency: Being prepared for demand spikes ensures smooth operations and happy customers.

For example, Sobot’s Live Chat can help you manage high traffic by streamlining customer interactions. Its AI-powered tools and omnichannel support ensure no query goes unanswered, even during peak shopping hours.

Note: Don’t forget to analyze your Black Friday performance. Insights from this year can help you refine your strategy for the next.

Building Anticipation with a Black Friday Strategy

Launch Early Access Deals for VIP Customers

Giving your VIP customers early access to Black Friday deals is a powerful way to make them feel valued. These exclusive perks not only boost engagement but also encourage loyalty. Imagine offering your top customers a sneak peek at your best discounts a day before the official sale. This creates excitement and ensures they shop with you first.

VIP programs work because they provide genuine value. Customers love feeling special, and early access is one of the most appreciated rewards. Studies show that these programs can significantly enhance retention rates, turning occasional buyers into loyal advocates. You can even use tools like Sobot Live Chat to provide personalized support during these early-access events, ensuring a seamless experience for your VIPs.

Tip: Highlight the exclusivity of your VIP program in your marketing. Phrases like "Be the first to shop our Black Friday deals!" can drive sign-ups and engagement.

Create Teaser Campaigns to Generate Buzz

Teaser campaigns are your secret weapon for building anticipation. They tap into curiosity and create a sense of excitement around your Black Friday strategy. Start by sharing sneak peeks of upcoming deals on social media or through short videos. For example, post a blurred image of a product with the caption, "Coming soon—guess what’s on sale this Black Friday!"

These campaigns work because they build emotional connections. People love the thrill of waiting for something exciting, and teasers amplify that feeling. They also foster loyalty by making your audience feel involved. Whether it’s a countdown to your sale or a mystery discount reveal, teaser campaigns keep your brand top of mind.

Note: Use platforms like Instagram Stories or TikTok to maximize engagement. Short, engaging content performs best when creating buzz.

Use Email Marketing to Build Excitement

Email marketing is one of the most effective ways to drum up excitement for Black Friday. Start by sending countdown emails to remind your subscribers of the upcoming sale. Include sneak peeks of your best deals and exclusive offers for email subscribers.

Track key metrics like open rates and click-through rates to measure the success of your campaign. For example, a high open rate shows your subject lines are grabbing attention, while a strong click-through rate indicates your content is engaging. Tools like Sobot’s Marketing Solution can help you segment your audience and tailor your emails for maximum impact.

Metric	Description
Open Rate	Shows how many recipients opened your email.
Click-Through Rate (CTR)	Measures how many clicked on links inside the email.
Conversion Rate	Tracks how many completed a purchase after clicking through.
Email Sharing/Forwarding Rate	Indicates how valuable your content is to recipients.
Overall ROI	Compares revenue generated to the cost of your email campaign.

Pro Tip: Use subject lines like "Your Exclusive Black Friday Preview Awaits!" to grab attention and boost open rates.

Offer Exclusive Pre-Sale Discounts

Offering exclusive pre-sale discounts is a fantastic way to grab your customers' attention before the Black Friday rush. These early-bird deals create a sense of privilege and urgency, encouraging shoppers to act quickly. Imagine this: your loyal customers get access to special discounts a day or two before everyone else. They’ll feel valued, and you’ll secure sales even before the big day begins.

Why does this work so well? Because people love exclusivity. Studies show that 80% of consumers are more likely to make a purchase when they receive an exclusive offer. Personalized promotions can also boost conversion rates by up to 10%. By targeting your audience with tailored discounts, you’re not just increasing sales—you’re building stronger relationships.

Here’s how you can implement this strategy effectively:

Segment Your Audience: Identify your most loyal customers or VIP members. Use tools like Sobot’s Marketing Solution to create personalized campaigns that resonate with them.
Promote the Exclusivity: Use phrases like “For VIPs Only” or “Early Access for Our Best Customers” in your emails and social media posts. This makes the offer feel special.
Leverage Real-Time Support: During pre-sale events, ensure your customers have a seamless experience. Sobot Live Chat can assist shoppers instantly, answering questions and resolving issues in real time.

Exclusive promotions also help you stand out in a crowded market. When customers see that you’re offering something unique, they’re more likely to choose your store over competitors. Plus, these early sales give you valuable insights into what’s working, so you can refine your Black Friday strategy for even better results.

Pro Tip: Combine exclusive deals with countdown timers to amplify urgency. A message like “Only 24 hours left to claim your VIP discount!” can drive faster decisions.

Creating Urgency to Drive Conversions

Leverage Countdown Timers on Product Pages

Countdown timers are a powerful way to create urgency and boost sales during Black Friday. They act as a visual reminder that time is running out, encouraging purchases before the deal disappears. Imagine visiting a product page and seeing a timer ticking down—your instinct is to act fast, right? That’s the psychology of urgency at work.

Studies show that countdown timers can increase conversion rates by up to 40%. They tap into the fear of missing out (FOMO), which is especially effective during peak shopping events like Black Friday. For example, adding a timer to your limited-time flash sales can make customers feel they need to buy now or risk losing the deal forever.

You can easily implement this tactic on your website. Tools like Sobot Live Chat can assist customers in real-time, answering questions about deals before the timer runs out. This ensures a seamless shopping experience while maximizing sales.

Pro Tip: Use bold colors and prominent placement for your countdown timers to grab attention instantly.

Highlight Limited-Time Offers and Flash Sales

Limited-time offers are a classic yet highly effective way to drive online sales. They create a sense of urgency by letting customers know the clock is ticking. Flash sales, in particular, are perfect for Black Friday. They offer steep discounts for a short period, making shoppers feel they must act quickly to snag the deal.

Brands like JackRabbit have seen a 385% increase in return purchases by running flash sales with bold designs and significant discounts. You can replicate this success by promoting your deals through email campaigns and social media. For instance, a 5-day flash sale formula with reminders about the sale’s deadline can increase revenue by 30%.

Pair these offers with tools like Sobot’s Marketing Solution to track customer interactions and refine your strategy. By analyzing what works, you can make your next flash sale even more impactful.

Note: Announce your flash sales in advance to build anticipation and drive traffic to your site.

Use Scarcity Tactics Like "Only X Left in Stock"

Scarcity is one of the most effective ways to encourage purchases. When customers see phrases like "Only 3 left in stock," they feel an immediate need to act. This tactic simplifies decision-making by creating a sense of exclusivity and urgency.

Amazon uses this strategy brilliantly with its "Only X left in stock" alerts, prompting quick decisions. Similarly, Nike’s limited-edition sneakers sell out rapidly because of their exclusivity. You can apply this to your Black Friday marketing by highlighting low stock levels on popular products.

Sobot Live Chat can enhance this tactic by providing real-time updates on stock availability. For example, if a customer inquires about a product, your agents can confirm its limited availability, nudging them toward a purchase. This personalized touch can significantly boost sales and customer satisfaction.

Pro Tip: Combine scarcity with social proof, like showing how many people are viewing the same product, to amplify urgency.

Promote Free Shipping for a Limited Time

Free shipping is one of the most effective ways to grab your customers' attention during Black Friday. Offering it for a limited time adds an extra layer of urgency, encouraging shoppers to complete their purchases faster. Think about it—how often have you added items to your cart only to hesitate because of shipping costs? Removing that barrier can make all the difference.

Limited-time free shipping offers work because they create excitement and exclusivity. Customers feel like they’re getting a special deal, which motivates them to act quickly. Studies show that these promotions can significantly boost sales and customer engagement. For example:

Free shipping thresholds encourage customers to spend more to qualify.
Limited-time offers drive urgency, leading to higher conversion rates.
Real-time data from these promotions helps businesses refine their strategies.

You can make this tactic even more effective by setting a minimum order value for free shipping. This not only increases your average order size but also ensures you’re covering your costs. Displaying free shipping coupons prominently on your website or in emails can further amplify the impact.

To ensure a smooth experience, tools like Sobot Live Chat can play a crucial role. Imagine a customer browsing your site and wondering if their order qualifies for free shipping. With Sobot Live Chat, you can provide instant answers, keeping them engaged and more likely to complete their purchase. Its omnichannel support ensures no query goes unanswered, even during peak shopping hours.

Pro Tip: Use countdown timers alongside your free shipping offer. A message like “Free shipping ends in 12 hours!” can create urgency and drive faster decisions.

By combining free shipping with other Black Friday strategies, you can maximize sales and leave your customers delighted.

Leveraging Social Media for Black Friday Marketing

Partner with Influencers to Promote Deals

Influencers can be game-changers for your Black Friday marketing. They have loyal followers who trust their recommendations, making them perfect for showcasing your deals. For example, Razer, a gaming hardware brand, partnered with gaming influencers during Black Friday. This strategy boosted their sales and brand awareness significantly. Similarly, Best Buy collaborated with influencers across niches, driving online traffic and engagement.

You can follow their lead by identifying influencers who align with your brand. Offer them exclusive discounts or early access to your deals. This not only excites their audience but also builds credibility for your products. Platforms like Instagram and TikTok are ideal for influencer campaigns, as they allow for creative, engaging content.

Tip: Use Sobot’s Marketing Solution to track the performance of influencer campaigns. Its advanced analytics can help you measure ROI and refine your strategy for future events.

Run Contests and Giveaways to Boost Engagement

Contests and giveaways are fantastic for creating buzz and increasing engagement. Did you know that giveaway posts receive 64 times more comments than regular posts? They’re also 3.5 times more likely to get likes. Hosting a contest where participants can win a Black Friday deal or free product can attract a massive audience.

For instance, you could ask followers to share your post, tag friends, or answer a fun question to enter. Nearly 55 million Americans participate in contests annually, so this strategy has huge potential. Use platforms like Instagram Stories or Facebook to run these campaigns. Adding countdown timers to your posts can amplify the excitement and urgency.

Pro Tip: Use Sobot Live Chat to answer participant queries in real time. This ensures a smooth experience and keeps your audience engaged.

Use Paid Ads to Target Specific Audiences

Paid ads are essential for reaching the right audience during Black Friday. Platforms like Facebook and Instagram allow you to target users based on demographics, interests, and behaviors. This precision ensures your ads reach people most likely to convert. For example, you can target users who’ve shown interest in your products or similar items.

Key metrics like first purchase to second purchase time and 90-day customer value can help you evaluate ad performance. A position-based attribution model is also useful for understanding how different ad formats contribute to conversions. Investing in paid ads can drive significant traffic to your site, especially when paired with engaging visuals and compelling copy.

Note: Sobot’s Marketing Solution can help you analyze ad performance and optimize your campaigns. Its advanced dashboards provide insights into customer interactions, helping you make data-driven decisions.

Share User-Generated Content to Build Trust

User-generated content (UGC) is one of the most powerful tools in your Black Friday marketing arsenal. Why? Because it’s authentic. When customers see real people using and loving your products, they’re more likely to trust your brand. This trust can lead to higher conversions and stronger customer relationships.

Think about it—how often do you check reviews or photos before buying something online? You’re not alone. According to a survey by TurnTo Networks, 90% of shoppers say UGC influences their buying decisions. That’s huge! Whether it’s a glowing review, a social media post, or a video unboxing, UGC acts as social proof. It shows potential buyers that your products deliver on their promises.

Here’s how you can use UGC effectively during Black Friday:

Feature Customer Reviews: Highlight positive reviews on your product pages. Pair them with photos or videos for added impact.
Share Social Media Posts: Encourage customers to tag your brand in their posts. Repost their content to show appreciation and build community.
Run a UGC Contest: Ask customers to share their Black Friday purchases for a chance to win a gift card. This boosts engagement and generates fresh content.

Tools like Sobot Live Chat can help you collect and manage UGC seamlessly. For example, you can use it to ask satisfied customers for reviews or direct them to share their experiences on social media. By integrating UGC into your eCommerce strategy, you’ll not only build trust but also foster loyalty and drive sales.

Pro Tip: Use hashtags like #BlackFridayDeals or #MyFavoriteFind to make UGC easy to discover and share.

Optimizing the eCommerce User Experience with Sobot Live Chat

Ensure Mobile Optimization for Seamless Shopping

Mobile optimization is no longer optional—it’s essential. Studies show that 53% of mobile site visits are abandoned if a page takes longer than three seconds to load. This means speed is critical for retaining customers during their online shopping experience. To keep shoppers engaged, your mobile site should mimic the ease of in-store browsing. Large buttons, intuitive navigation, and minimal scrolling or zooming are key design elements.

A responsive checkout process is equally important. Many carts are abandoned due to clunky mobile experiences. Features like one-click checkout can simplify the process and reduce friction. Personalization also plays a big role. By analyzing browsing habits and purchase history, you can tailor the shopping journey to each customer. Tools like Sobot Live Chat enhance this experience by offering real-time support, ensuring customers get the help they need without delays.

Streamline the Checkout Process to Reduce Cart Abandonment

A complicated checkout process is one of the biggest reasons for cart abandonment. In fact, 18% of U.S. shoppers abandon their carts because of it. Simplifying this stage can significantly improve your conversion rates. For example, reducing the number of required fields or offering type-down address options can make the process faster and more user-friendly.

Here’s how you can streamline your checkout process effectively:

Use Digital Wallets: Options like Apple Pay and PayPal reduce checkout time and improve convenience.
Minimize Form Elements: An ideal checkout flow has 12-14 fields, yet the average is over 23. Reducing this by 20-60% can lower abandonment rates.
Provide Real-Time Assistance: Sobot Live Chat can guide customers through the checkout process, answering questions and resolving issues instantly.

By making these changes, you’ll create a smoother online shopping experience that keeps customers coming back.

Offer Multiple Payment Options for Convenience

Offering diverse payment methods is a game-changer for eCommerce businesses. Research shows that businesses accepting four or more payment options generate seven times more annual revenue than those with fewer options. Customers prefer flexibility, especially with the rise of digital wallets and contactless payments.

Here’s why multiple payment options matter:

They attract international customers by accommodating different currencies and payment preferences.
They enhance the overall shopping experience, reducing friction at the final step.
They boost revenue, with studies showing a potential increase of nearly 30%.

Sobot Live Chat can further improve this process by addressing payment-related queries in real time. Whether a customer needs help with a failed transaction or wants to know about available payment methods, Sobot ensures a seamless experience.

Pro Tip: Highlight your payment options prominently on your site to build trust and encourage conversions.

Use Sobot Live Chat to Assist Shoppers in Real-Time

When customers shop online, they often have questions. Whether it’s about product details, shipping options, or payment methods, quick answers can make all the difference. That’s where live chat comes in. It connects you with your shoppers instantly, helping them make confident purchase decisions. In fact, research shows that live chat can increase the likelihood of buying tablets by 15.99%. This happens because live chat bridges the gap between buyers and sellers, offering real-time communication that builds trust.

Sobot Live Chat takes this experience to the next level. It supports multiple channels like websites, apps, and social media platforms, ensuring you’re always available where your customers are. Imagine a shopper browsing your Black Friday deals and hesitating over a product. With Sobot Live Chat, you can step in right away, answer their questions, and guide them toward completing their purchase. This instant support not only boosts conversions but also leaves a lasting impression.

Here’s how Sobot Live Chat can help during Black Friday:

Real-Time Assistance: Respond to customer queries instantly, reducing hesitation and cart abandonment.
Omnichannel Support: Engage with shoppers across platforms like WhatsApp, Instagram, and Facebook.
AI-Powered Tools: Use intelligent suggestions to provide accurate answers quickly.

Shoppers love convenience, especially during busy sales events. By offering real-time support, you show them you care about their experience. Plus, Sobot Live Chat’s built-in analytics lets you track customer interactions and improve your service. This means you’re not just helping customers now—you’re also preparing for future success.

Pro Tip: Use Sobot Live Chat to highlight limited-time offers or low stock alerts. A quick message like “Only 3 left—grab yours now!” can create urgency and drive sales.

With Sobot Live Chat, you’re not just assisting shoppers—you’re turning them into loyal customers. Ready to make this Black Friday your best yet? 😊

Post-Black Friday Strategies to Maintain Momentum

Launch a Loyalty Program to Retain Customers

A loyalty program is one of the most effective ways to keep the momentum going after Black Friday. It’s not just about rewarding customers; it’s about building long-term relationships. Did you know that a 5% increase in customer retention can boost profits by up to 75%? That’s huge! Brands like REN Skincare and Waterdrop have seen incredible results with loyalty programs, achieving up to a 90% increase in customer spending.

You can create a program that offers points for purchases, referrals, or even social media engagement. Customers can redeem these points for percentage-based discounts, exclusive deals, or free products. For example, offering a “10% off your next purchase” reward can encourage repeat sales. Tools like Sobot’s Marketing Solution can help you track customer interactions and tailor your loyalty program to their preferences. This personalized approach not only boosts customer engagement but also drives increased sales and revenue.

Pro Tip: Promote your loyalty program through email campaigns and social media to maximize sign-ups.

Use Retargeting Campaigns to Re-Engage Shoppers

Retargeting campaigns are a game-changer for turning one-time buyers into loyal customers. After the sales period, many shoppers may still be browsing or considering additional purchases. Retargeting helps you stay on their radar. For instance, you can use ads to remind them of items they left in their cart or offer percentage-based discounts on related products.

Post-purchase retargeting is equally powerful. Encourage customers to leave reviews or offer them exclusive deals for their next purchase. Highlighting your loyalty program in these campaigns can also drive sign-ups. Research shows that retargeting campaigns effectively maintain customer interest and increase repeat sales. With Sobot Live Chat, you can even engage customers in real-time, answering questions about deals or loyalty rewards to keep them coming back.

Tip: Use dynamic ads to showcase products shoppers viewed during Black Friday. This personalized touch can significantly boost conversions.

Analyze Black Friday Performance to Improve Future Campaigns

Once Black Friday is over, it’s time to dive into the data. Analyzing your campaign performance helps you identify what worked and what didn’t. Key metrics like ROAS, conversion rates, and cart abandonment rates provide valuable insights. For example, if your average order value increased due to percentage-based discounts, you’ll know this strategy resonates with your audience.

Tools like Google Analytics or Sobot’s Marketing Solution can simplify this process. They offer advanced dashboards to track metrics and customer interactions. Use this data to refine your bfcm strategies for next year. Did your flash sales drive traffic? Did free shipping offers lead to more conversions? Understanding these trends ensures your next Black Friday ecommerce strategy is even more effective.

Pro Tip: Share your findings with your team to brainstorm new ideas and improve collaboration.

Promote Cyber Monday Deals to Extend Sales Opportunities

Cyber Monday is your golden opportunity to keep the shopping momentum going after Black Friday. With online sales reaching $11.3 billion in 2022, it’s clear that Cyber Monday marketing can significantly boost your revenue. By extending your deals into this digital shopping day, you can attract customers who missed out on Black Friday or are still eager to shop.

Start by promoting exclusive Cyber Monday deals that feel fresh and exciting. For example, offer discounts on different product categories or introduce bundle offers. Shoppers love variety, and this approach keeps them engaged. You can also create urgency by using countdown timers or highlighting limited-time offers. A message like “Cyber Monday ends at midnight—don’t miss out!” can drive faster decisions.

Email marketing plays a crucial role here. Send personalized emails to your subscribers with tailored Cyber Monday deals. Highlight products they’ve browsed or left in their cart. Tools like Sobot’s Marketing Solution can help you segment your audience and craft targeted campaigns. This ensures your emails resonate with each customer, increasing the chances of conversion.

Social media is another powerful channel for Cyber Monday marketing. Share user-generated content, run flash sales, or partner with influencers to amplify your reach. Platforms like Instagram and TikTok are perfect for showcasing your deals in creative ways. Don’t forget to use hashtags like #CyberMondayDeals to boost visibility.

Finally, provide real-time support to shoppers. Many customers have questions about deals or shipping during Cyber Monday. Sobot Live Chat can assist them instantly, ensuring a smooth shopping experience. Its omnichannel support allows you to engage customers across platforms, from your website to social media.

By extending your black friday ecommerce strategy into Cyber Monday, you can maximize sales and delight your customers. Ready to make the most of this bfcm season? Start planning your Cyber Monday marketing now!

Planning ahead for Black Friday marketing is your ticket to success in the ever-growing eCommerce world. With online sales hitting $70.9 billion during Black Friday 2023—a record-breaking 8% increase from the previous year—it’s clear that strategic preparation pays off. The global eCommerce market, valued at $25.93 trillion in 2023, is projected to grow by 18.9% annually through 2030. These numbers highlight the massive potential for businesses like yours to thrive during this shopping season.

By implementing proven tactics like early access deals, countdown timers, and real-time support with tools like Sobot Live Chat, you can create a seamless shopping experience that keeps customers coming back. Don’t wait—start crafting your bfcm strategy now to make the most of this golden opportunity. Your next Black Friday ecommerce success story begins with the steps you take today!

FAQ

What is the best way to prepare for Black Friday marketing?

Start early! Build anticipation with teaser campaigns, exclusive pre-sale discounts, and email marketing. Use tools like Sobot Live Chat to provide real-time support and ensure your website is mobile-friendly. These steps can help you maximize eCommerce growth during the Black Friday rush.

Tip: Analyze last year’s data to refine your strategy.

How can Sobot Live Chat improve my Black Friday sales?

Sobot Live Chat connects you with customers instantly, answering questions and resolving issues in real time. Its omnichannel support ensures no query goes unanswered, even during peak hours. This seamless experience boosts conversions and builds trust, making it a must-have for Black Friday marketing.

Why is urgency important in Black Friday marketing?

Urgency drives faster decisions. Tactics like countdown timers, limited-time offers, and scarcity messages (e.g., "Only 3 left!") create FOMO (fear of missing out). These strategies can increase conversions by up to 40%, helping you achieve significant eCommerce growth during Black Friday.

How can I use email marketing effectively for Black Friday?

Segment your audience and send personalized emails with exclusive deals, countdowns, and sneak peeks. Track metrics like open rates and click-through rates to measure success. Sobot’s Marketing Solution can help you tailor campaigns for maximum impact, ensuring your emails resonate with your audience.

What should I do after Black Friday to maintain momentum?

Launch a loyalty program, run retargeting campaigns, and promote Cyber Monday deals. Use tools like Sobot Live Chat to engage customers post-purchase, answer questions, and encourage repeat sales. Analyzing your Black Friday performance can also help you improve future campaigns.

Pro Tip: Offer rewards for reviews or referrals to keep customers engaged.