Black Friday is a marketer’s dream; tons of customers willing to wait in line for hours to grab deals and shell out hundreds of their hard earned dollars. It is important to communicate to customers what your business plans to offer for Black Friday (if anything). Be sure to leverage social media marketing to communicate to your customers. Recommendations from friends and family carry a lot of weight and drive a lot of purchasing traffic. During Black Friday 2012, Facebook’s conversion rates were four times that of Pinterest. It is important to carefully choose which network you want to leverage.
Many consumers, though, are trying to eschew the over-consumption associated with the biggest shopping holiday of the year. One successful company to leverage on this fact was Patagonia, the outdoor gear company. They created a campaign to advocate for less consumption. Their ad urged customers to mend and repair their worn clothing, rather than buy new. It may seem like a strange choice, to tell customers not to buy, but it helped instill a sense of trust and credibility in the company.
Not every company would attempt to go the route that Patagonia took. SavvyPanda compiled a nice list of Black Friday marketing from 2013. Last year, Kohls decided to start their deals early. Starting on the 26th, people could get Black Friday style deals. This move allowed Kohls to grab sales from multiple days rather than just one. Express went for a simplified deal. Rather than complicating things, they offered 50% on their entire stock. Best Buy went on to leverage the social network Vine. They wanted users to make vines of their time waiting in the Black Friday line.
Don’t spend all your marketing dollars trying to get those Black Friday shoppers. Cyber Monday is also a huge spending day. Be certain your site can handle the traffic and that you communicate your offerings early, so customers know what deals they can expect.