Anyone who is in the retail business or has previously owned a retail store of any kind will tell you that Black Friday – and the festive season as a whole – is the best time to grow your sales.
And the numbers certainly don’t lie. A Geopoll survey showed that over the last three years, Black Friday shopper numbers have grown by an extensive 16 percentage points.
Despite South Africa’s slow economic growth over the years, consumers are still interested and willing to spend money – especially when there are major savings involved.
However, you can’t be too confident because your competitor knows this as well – and they will surely have a few tricks up their sleeves to cash in on the busy buying season. With this in mind, it’s always important to have a great marketing campaign that is unique to your brand in order to stand out from the crowd and bump up your sales.
Here are a few of our top tips for marketing your business for Black Friday.
1. Have your sale for longer
Extending your sale or savings period further than the Black Friday and Cyber Monday window will give you more opportunities for sales. Yes, we’ve seen this tactic many times before [How many businesses start promoting their Christmas promos in October?] This is the perfect time to get creative.
Using comedy, emotive language, and familiar faces or trends to lure customers will definitely re-engage the stragglers who might be holding off for a better deal.
2. Say yes to in-app offers
Mobile eCommerce is definitely where it’s at – whether it’s on a mobile site or an app. Most consumers are glued to their devices anyway, so offering a mobile-only saving is definitely a plus.
However, you have to be very clear in your messaging that deals on offer are specifically for mobile-only and will not be available in-store. This provides your mobile-first audience with a sense of exclusivity, but it also allows you to easily track which – and how many – of your customers came to your site via push notification or email.
You can also use this time to remind your customers that shopping online saves them a lot of time and frustration during the #BlackFriday rush.
3. Make a gift guide
The festive season is a time for giving, and creating various gift guides for your customers using products they can buy from your business makes you stand out as a convenient store of choice.
This is also a great way to attract customers outside your normal target audience who are looking to purchase gifts for their friends and family.
A smart way to do this is to group your products first by your most overarching customer segments, then get more specific within each of these categories. For example, gifts for men, women, and children, and even colleagues.
4. Let your buyers shop ‘guilt-free’
While some shoppers are very clearly focused on the #BlackFriday specials for items they want for themselves, we should not forget that some people might also have the ghost of Christmas upon their shoulders to ‘do the right thing.’
So why not offer the best of both? Creating a donation option at payment is a great way to do this. This way, both your customers and a charity of your choice get a little something – and you clean up. It’s a win-win-win situation.
5. Everyone loves a giveaway
Since it’s the season of giving, a little thank you to the customers that shop at your store will go a long way. The chance to win a great collection of goods from your store just for shopping during your #BlackFriday or #CyberMonday specials will keep the customers coming back.
Even though you should leverage Black Friday and the festive season as an opportunity to increase sales and make your business some extra cash, you should not forget the complete customer journey. Sometimes, the most wholesome and effective approach is to stick to what your customers love while adding extra savings on the goods they love.
If you’re in need of funds to make the most of your #BlackFriday sale this year, we’ve got you covered. We’re offering you a repayment holiday until January 2021 if you apply for funding before 30 November.