Black Friday has evolved from an American import into one of the most significant retail events in the UK calendar. For businesses looking to capitalise on this shopping juggernaut, success needs more than just deep discounts – it’s about strategic planning, compelling messaging and standing out in a marketplace that isn’t just crowded, it borders on chaotic.
Read on for our tips on how to make Black Friday a success.
Run a genuine Black Friday offer
Consumers are more savvy than ever and with cost of living pressures affecting many, people want a bargain and they know what that looks like.
If your ads generally run with a 10% off with code offer, you’ll need to change it up. Simply calling it a Black Friday deal won’t convince anyone. Consumers want deals that are over and above the norm. If you’re not delivering that, they will look elsewhere.
Don’t be shy
Now you’ve got a great offer, you’re going to need to shout about it. It’s Black Friday, if you’re getting involved really lean into it. Brave red flashes, bold headlines, yellow banners, just go for it. If you’re looking to grab attention, now is not the time to be tastefully discreet.
Don’t start too soon…
If you start Black Friday promotions too soon you’ll run the risk of people waiting for your “real” Black Friday offer. You don’t want your customers holding back in the hope that you (or your competitor) will improve their deal closer to the time.
…But don’t leave it too late
If you wait until the day itself you might find your customers have already spent elsewhere. There seems to be a sweet spot of a week to five days prior to the main day. Maximise your promotional activity within this time.
Make sure you use all communication channels on Black Friday
If you don’t normally send emails or are not particularly active on social media, now is the time to make an exception. An email offering your customers “early access” can be a good way of building early momentum and encourages brand loyalty. Use social media to tease promotions and make sure it’s kept up to date with all the details of your offers, it’s often the place people check first.
Don’t forget, great offers get shared time and time again so your eventual reach can be far higher than you anticipated.
Consider more than just discounts
Spend time to think creatively about your offer. A straight discount is effective, the consumer knows the exact value of what they’re getting but on Black Friday it pays to try and offer something more exciting, think about offering a reduced price “bundle”. Depending on your margins, these can be cheaper to give away and also offer better perceived value to the consumer. Win, win!
Think about your customer – not everyone is a fan of Black Friday
Some people are not keen on the rampant consumerism that inevitably accompanies Black Friday. If you think this applies to your target customer you don’t need to ignore Black Friday altogether but you do need to tread carefully. Black Friday promotions that promise to “give back” are becoming increasingly popular. Consider running special charity donations, carbon offset or other sustainable offers if you want to encourage purchase. You could even organise a “Black Friday” litter pick or similar and flag it on social media to highlight your green credentials. At the end of the day we all want customers to feel good about their purchase and businesses really need to tap in to what makes their target tick.
Finally, don’t forget Cyber Monday
The sales continue through the weekend right through to Cyber Monday. Make sure you keep your offers going until this time to maximise returns over this period. You can rest on Tuesday!
For more information on how to make your advertising pop get in touch. Read our blog piece if you’d like to know more about getting the most from your press advertising budget. You can also discover how to drive sales from TV advertising where you’ll find plenty to get you started.