It may feel early, but the words ‘Black Friday’ have already begun to echo in the autumn wind. Arguably one of the most important days in the calendar for marketers, Black Friday will soon be here, and having a solid plan is the best way to turn that stress into success.
History of Black Friday
The term “Black Friday” originated in the 1950s when Philadelphia police used it to describe post-Thanksgiving chaos as suburban shoppers flooded the city before the annual army-navy football game. By the late 1980s, retailers transformed it from negative to positive, introducing the “red to black” idea, signifying profit. This led to a four-day sales event (Saturday/Sunday and Cyber Monday). Stores opened progressively earlier, allowing the most dedicated shoppers to start their journey to find the best bargains right after Thanksgiving dinner!
In 2022, in the UK alone, 8.71 billion was spent on Black Friday sales. This was significantly less than in 2021 – about £1 billion less! 73% of sales were purchased online using a mobile phone, and 58% of these people said it was to avoid the large shopping crowds. With the cost of living crisis still hitting hard, the strong desire to save whatever pennies people could helped to drive purchases.
The most popular categories for shoppers in 2022 were:
- Clothing, shoes and accessories
- Beauty and personal care
Prepping for the Big Day
Get a head start on your preparations:
Starting to prep your Black Friday campaigns as early as you can ensures that you have as much time as possible to get organised, decide on your deals, and market those to your customers. Creating a timetable outlining email dispatches, scheduled posts, and the activation of ad campaigns is a great way to stay organised through the chaos of Black Friday.
Begin by testing advertisements, fine-tuning creatives, and running A/B tests to ensure effective messaging. Once you have everything in place, you can start to build a buzz amongst your customers. Generate excitement and anticipation on your social media channels and newsletters by teasing that Black Friday is approaching and you will be offering some fab deals.
Connect with influencers:
Working with influencers, especially on something like a Black Friday campaign, is a great way to help push your deals out to as many people as possible.
If you’ve used influencers in the past, reach out again to maintain strong relationships and consistent brand representation. If you’re seeking out new influencers to collaborate with, remember to make sure their values and audience align with your brand’s ethos. Don’t be swayed by a large follower count! A meaningful match is worth a lot more.
Create promo codes:
An engaging pop-up on your website teasing customers with your Black Friday offers is a great way to drive sales. Encourage visitors to your site to input their email addresses for exclusive promo codes and even early access to the sales – people love that VIP feeling, after all!
Plan out your email marketing campaign:
Email marketing is one of the most powerful tools to use, especially where Black Friday is concerned. Giving your newsletter subscribers special deals and/or early access to your Black Friday deals not only creates extra hype and excitement, but also strengthens their relationship with your brand. Make sure to shout about any special offers and early access on your website and social channels to maximise the number of people who sign up.
Consider trialling a new social media platform:
Your social media approach should always be tailored to your audience, but trying a fresh platform could be just the thing to help boost engagement and drive those sales. While platforms such as Facebook and Instagram can be crowded, especially during the Black Friday run-up, venturing into new territory could be a great way to spread your brand’s voice far and wide. But if you’re not ready to make the leap to TikTok just yet, you can always turn to the help of trusty influencers with a following on the platform to help introduce your brand to a whole new audience.
Try to enjoy Black Friday:
Black Friday may feel like a day of extra stress and added pressure, but with the right prep, it shouldn’t feel any more overwhelming than a normal day. With everything planned and prepped, make sure you find some time during the day to relax and enjoy the results of your hard work – you deserve it!
If you would like a helping hand with your Black Friday campaign, be sure to get in touch!