Ready, Set, Sell: Black Friday is Coming!
It’s the beginning of November, and we are just on the threshold of one of the most anticipated events of the year, both for customers and for businesses. A time when the sales numbers go black - we are talking about Black Friday season.
While customers are already planning what they are going to purchase during the sales season, businesses are focused on increasing sales, attracting more attention, and raising awareness about their lucrative deals. As soon as the enterprises put their Black Friday marketing strategy into action, it is better for them. That is how statistics show that businesses achieve a threefold increase in sales and revenue by strategically planning for the holiday season in advance.
In case you just started your Black Friday campaign planning, this article is for you. We collected the most time-proven and innovative methods for the Black Friday marketing strategy based on last year's statistics, new trends, and other businesses’ experiences.
Let’s take a glance at Black Friday 2023
The tendencies of Black Friday sales change every year. Recently, traditional Black Friday sales saw a slight decrease in foot traffic as more consumers preferred to shop online. Also, consumers tend to spread out their purchases over a longer period, thanks to early promotions and online deals.
Additionally, rising inflation and supply chain issues in recent years have impacted consumer spending habits, causing some fluctuations in specific retail sectors.
That is why it is important to observe customer behavior from the most recent years to adapt their strategies effectively. Thus, let’s take a glance at last year's Black Friday, which you should keep in mind.
Building on past experience and combining it with the latest methods, here is a collection of proven strategies that have consistently delivered results during holiday sales.
Winning Strategies for Black Friday
Break down Q4 into phases
Organizing Q4 in phases will help you meet, and even exceed your goals. Each phase gives you time to test, adjust, and improve elements like ads and promotions, ensuring everything works smoothly on the big day. You may try to separate the campaign into these phases:
Step 1: Identify your target audience's needs, assess inventory performance, and concentrate on marketing high-performing products. Plan strategic discounts to increase interest and participation.
Step 2: Use Black Friday to capitalize on peak traffic with appealing offers that build urgency and encourage impulse purchases.
Step 3: Post-BFCM (Black Friday, Cyber Monday): Don't underestimate the opportunity for further sales following the BFCM surge. Keep your promotions current to attract last-minute buyers.
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Create a Black Friday landing page
A dedicated Black Friday landing page makes browsing easier and highlights your greatest bargains. Feature exclusive BFCM-only products to create urgency, package top sellers with discounts, and highlight your experience in areas such as e-commerce software development to get an advantage.
Black Friday is mobile
Give mobile optimization top priority to benefit from Black Friday's mobile-driven purchasing patterns. Adobe released impressive statistics highlighting last year's Black Friday trends, mentioning that shopping from mobile devices is prevalent. This trend will carry on in the near future.
That is how adding mobile ads to your Black Friday marketing is more important than ever. If you're unsure where to start, Adello has an exclusive offer on Black Friday. Enjoy 10% extra ad space on your next campaign*, with AI-driven algorithms working to reach the right audience at just the right time. Bring your Black Friday marketing to the next level!
* on any new mobile ad booking made between 10/10/2024 and 2/12/2024. Requires full prepayment at the time of booking. Book by December 2, 2024. Terms & Conditions of Adello apply. Legal recourse is excluded.
Don’t forget about social media's importance
Continuing mobile ad importance topic, do not forget about social media and s-commerce. It allows businesses to build excitement, share exclusive offers, and connect directly with customers in real-time.
With shoppers increasingly relying on social platforms for product discovery and recommendations, social media can significantly boost visibility and sales during Black Friday. Last year, social media and mobile sales accounted for nearly $3 billion of Black Friday's record-breaking $7.4 billion in U.S. sales, representing a 21% increase year on year.
Combination online and in-store deals
While during the pandemic customers for obvious reasons shopped mostly online, after the pandemic people wanted to experience “hybrid shopping”. In fact, combining online and in-store deals allows retailers to reach a broader audience and cater to different shopping preferences. While online deals offer convenience for customers who prefer to shop from home, in-store promotions create an opportunity for immediate purchases and unique, hands-on experiences. This hybrid approach increases accessibility, ensuring that customers can engage with the brand in a way that suits them best. Additionally, combining both channels can reduce website traffic spikes, prevent online checkout delays, and drive foot traffic to physical stores, maximizing sales across all platforms.
Power of gamification
Gamification has been a popular trend for the past few years, especially during events like Black Friday, where users get a chance to try their luck. It adds an exciting, interactive element, giving customers an opportunity to win rewards and enhancing the shopping experience.
Use gamification to engage customers—offer discounts or rewards through games like spin-the-wheel, scratch-to-reveal, or interactive quizzes.
As a final thought, here is a reminder: The new methods how to catch customers’ attention appear every year, and the trends come and go. However, it is important to remember the essentials: The key to a successful campaign lies in understanding your audience and adapting these methods to suit their needs. With thoughtful planning and the right tactics, you’re set to make this Black Friday one to remember. Happy selling!