Black Friday has always been a key weekend for retailers, but in 2020, online sales skyrocketed to a record number, with a 22% surge and over $9 billion in sales. Although brick and mortar stores have reopened in 2021, online shopping has maintained its popularity, particularly through increased digital marketing across the board. With Black Friday and Cyber Monday approaching this month, ecommerce businesses are working hard to see the same success as they did in 2021, and a huge part of this is running a more competitive sale. These ideas can be implemented at the last minute and will ensure success this holiday season!
1. Make sure it’s your best sale of the year.
This one might be obvious, but on Black Friday you should be offering a larger discount than any other time of the year. Since nearly every business will be running a sale, the best way to stay competitive is by giving a greater incentive. Email inboxes and social media feeds will be flooded with deals, so that extra 5% off might drive a customer to your website over a competitor’s.
2. Try out tiered discounts.
Looking to increase your average order value this year? Tiered discounts are the best way to do so. It’s easy to implement and promote this type of sale, and it encourages consumers to spend more on your site!
3. Create discounted bundles.
Bundles are another no-brainer when it comes to increasing your average order value. Plus, they give your customers a visual of which products complement one another.
4. Try a BOGO discount.
“Buy One Get One” (BOGO) deals are another great way to upsell. The standard for this type of sale during Black Friday weekend is to offer the second item 50% off!
5. Offer a free gift with every purchase.
If your discount isn’t as steep as your competitors this year, free gifts are the way to go. By offering a mini size of a best-selling or new product, customers are more likely to return to your site once the sale is over!
6. Offer free shipping on every order.
Consumers tend to value free shipping, so regardless of what deals you’re offering, make sure free shipping is in the mix.
7. Extend your sale period.
Don’t limit your sale to just Black Friday and Cyber Monday. We recommend starting the Monday leading up to Black Friday (November 22, 2021) and running the sale at least through the Tuesday after Cyber Monday (November 30, 2021). However, keep in mind that some stores have already started their sales, and many are planning on running them for a week after Cyber Monday.
8. Use creative subject lines.
Chances are, your customers are going to be looking at a lot of % signs when they open their inbox. Use this opportunity to stand out in the crowd! We recommend including emojis in your subject lines, brainstorming puns relevant to the holiday and your business, creating a sense of urgency, and incorporating personalization when possible.
9. Don’t forget about iOS15.
‘Tis NOT the season for relying on open rates. Any subscribers who have opted into Mail Privacy Protection will automatically be marked as an open, which limits your ability to retarget. Instead, segment your audience by click-through and conversion rates. These lists will not be 100% accurate, but our best tip is to limit the amount of promotional emails sent to customers who have purchased during the sale period.
10. Say thanks.
It’s all too common to let Black Friday take precedent over Thanksgiving. But don’t forget that this time of year centers around gratitude and giving back. Make sure to thank your loyal subscribers and encourage them to give back to their communities.
11. Add SMS to your strategy.
SMS has a 98% open rate on average. Need we say more?
Social Media Marketing:
12. Try out a new platform.
When building social media strategies for new clients, we typically start out with Facebook and Instagram and then introduce new channels based on their target audience. When marketing to Gen Z, TikTok and Snapchat are effective. With older demographics, Pinterest and LinkedIn can be effective. There’s also Twitter, Reddit, and tons of other platforms. This holiday season, evaluate which platform makes the most sense for your business to join and start advertising!
13. Align your organic and paid strategies.
We’ve already touched on the importance of organic social media, but during the holidays, having a strong organic presence is imperative. If you’re running cold prospecting ads (which you absolutely should be), those who are unfamiliar with your brand are likely to check out your social media before making a purchase. Make sure you’re posting regularly this month in order to seem credible!
14. Utilize video content.
Video-based social media posts get 48% more views. This year, create more videos and GIFs showcasing your products and share them on social media to increase engagement!
15. Tag your products.
In-app shopping is all the rage right now. Tagging your products allows for a quicker checkout process, which ultimately generates more conversions.
16. Increase your spending.
This probably doesn’t come as a surprise, but during Q4, you should be allocating more money to paid social media. Since so many brands are running ads and increasing their spending, your brand should do the same to stay competitive. It will ensure better ROAS!