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The biggest and most hectic shopping season of the year is here, and it’s time to step up your game to seize this opportunity!
Yes, we’re talking about Black Friday, a time when every brand showers customers with irresistible offers, and consumers become savvy discount seekers. Last year, online sales during it grew by 3.5% despite economic uncertainty, and this year’s sales are predicted to grow further as shoppers take advantage of discounts to offset rising prices. To win the Black Friday race, you need to stand out from the chaos and prepare ahead to make the most out of it.
Planning your strategy for it can be overwhelming, but this guide will help you get your marketing campaign off on the right foot.
Black Friday is More Than Just One Day
It is not just a single day; it’s an entire season that can be divided into three key stages:
- Pre-Black Friday
- Black Friday Day
- Post-Black Friday
Understanding each phase is crucial for tailoring your tactics and maximizing your profits. Let’s start with the first phase:
Pre-Black Friday: Preparing Ahead
Consumers begin searching for deals weeks before the official day. According to research and Google Trends, 55% of shoppers start looking for products early and don’t wait until the actual sale dates. In fact, search queries for its deals begin as early as October. This is a perfect opportunity to start targeting your audience with personalized email marketing and Google Ads.
Black Friday Day: Standing Out from the Crowd
When the big day arrives, the competition intensifies as consumers are bombarded with endless offers. To stand out, you need to tailor your shopping experience to build brand loyalty. Consumers expect personalized shopping experiences, so you should focus on making their buying journey unique.
It’s also important to understand that customer lifetime value during Black Friday tends to be lower than at any other time of the year. Statistics show that for 64% of retailers, shoppers acquired on it have a lower lifetime value compared to those gained at other times. To succeed on Black Friday, create urgency in your offers, as consumers tend to narrow down their choices to the latest products and limited-edition items. Learn about creating urgency.
Post-Black Friday: Extending Your Sales
After that, you can still boost your profits with Cyber Monday, Christmas, and New Year promotions. Extend your discounts by promoting your late Black Friday deals on multiple marketing channels so your customers won’t miss out.
Smart post-sale strategies will help you turn first-time customers into loyal buyers. Follow up by sending thank-you emails or requesting feedback to improve customer relationships and show that you care. This attention will pay off in the long term.
Consumer Behavior Insights for Black Friday
When preparing your Black Friday campaign, understanding consumer behavior is key. Here’s a look at what shoppers are doing and what they’re looking for during this period:
1. Consumer Search Behavior
It’s been observed that consumers search for terms like “same-day delivery,” “free returns,” and “click and collect,” which saw year-on-year growth of 25% and 30%, respectively. The search interest for “near me” increased by 35%, showing that consumers want to shop both online and in-store. You can optimize your ads with Google Ads to capture this growing interest.
2. Discovering New Brands
It is a great time for consumers to discover new brands. Around 33% of shoppers don’t have specific products in mind and are open to being inspired. This gives your brand an opportunity to attract new customers. Make sure your brand has a strong online presence and positive reviews. Consider using platforms like Trustpilot to gather and showcase customer reviews.
3. Video Content Dominates
Video is the most preferred content type during it. According to Ipsos, 80% of shoppers watch videos related to the products they’re interested in. Consumers love product reviews, unboxing videos, and comparisons. You can use YouTube to post engaging video content that helps shoppers decide what to buy. Learn about video marketing.
4. Seamless Shopping Experience
Consumers expect a seamless shopping experience on Black Friday. They want convenience, flexible payment options, and the ability to shop both online and in-store. According to Google surveys, 41% of consumers prefer to shop both ways, and 61% expect the same deals online and in-store. Offering multiple payment options like Klarna will make their experience even better.
5. Singles Day: A Trend
In many regions, Singles Day has become a significant shopping event. Around 70% of shoppers use this day to shop for themselves, while 40% search for gift ideas. Consider using coupons and referral codes to attract these shoppers.
Black Friday Marketing Strategies
For the Pre-Black Friday Phase:
- Target Early Shoppers: Invest in Google Ads and personalized email campaigns to catch early shoppers. Offer exclusive sneak peeks of your deals or early access to discounts.
- Personalize Your Campaigns: Segment your email list and create personalized offers based on shopping behavior. Personalized marketing can increase transaction rates by up to 6x. Use tools like Klaviyo for advanced email marketing.
- Tease Your Offers: Build anticipation by releasing teaser ads or sneak peeks on social media and email. Create urgency to ensure your customers are excited for your deals.
For Black Friday days:
- Create Urgency: Use time-sensitive offers, flash sales, and low-stock notifications to encourage fast purchases. Use phrases like “Last Chance” and “Ending Soon” to motivate shoppers.
- Product Drops: Introduce exclusive products or limited-edition items during it to generate excitement. Limited availability encourages consumers to act quickly.
- Cross-Selling and Upselling: Offer bundle deals or “Buy One, Get One” promotions to increase the average order value.
For Post-Black Friday:
- Retargeting: Use retargeting campaigns to reach customers who abandoned their carts. Retargeting has been proven to increase conversions by 43%. Platforms like Facebook Ads can help you do this effectively.
- Extend Your Sales: Keep offering deals through Cyber Monday and New Year’s. Shoppers will still be in the buying mood, and this is your chance to grab their attention.
Conclusion
Black Friday is a massive opportunity for businesses to boost sales, acquire new customers, and build brand loyalty. By understanding the phases of the event and implementing effective strategies such as creating urgency, offering discounts, personalizing offers, and optimizing your website, you can stand out from the competition. Make this Black Friday your most successful yet by preparing ahead and leveraging consumer insights for a strategic approach.
