Black Friday kicks off the busiest shopping weekend of the year.
Shoppers experience ‘sale’ messaging overload between Black Friday and Cyber Monday. They’ll see deals everywhere they look. Stand out with sales that are clear, creative, drive urgency, provide value and most of all, make sense for you. Combine interesting sales opportunities with customer service, showcase your product expertise, and focus on your core competencies as a business.
Here are the 10 tactics you can use to set yourself up for success.
1. Market your sales before they launch
All too often, shoppers learn about a sale once it’s already launched, or even worse, when it’s already over. Why? They weren’t given any time to prepare for what’s on the way by the Seller. Use the time leading up to Black Friday to begin marketing sales you’re planning for the weekend. Big Box retailers have been doing that in newspapers forever. As a shopper, you know the doorbuster for Black Friday before you head to the store, don’t you? Replicate that strategy online. Try to get shoppers to schedule a visit to your shop over the holiday weekend by sharing teasers for what you have planned.
2. Create Doorbusters – #doorbuster
The name of the game is getting traffic (or visitors) to your OpenSky page between Black Friday and Cyber Monday. Create a few doorbusters that help catch the attention of someone browsing for a great deal. Regularly, doorbusters exceed a 50% discount, include a GWP (gift with purchase, more on that below), and are available in a very limited quantity.
3. Create Time Sensitive Promotions
Create urgency and drive engagement by creating limited time offers. Black Friday and Cyber Monday are perfect candidates for 1-Day Sales. But don’t be afraid to push the envelope – how about 4 Hour Sales throughout the course of the day? Or a sale every hour? (if the size of your catalog permits). Take shoppers on a journey throughout the weekend – make it fun. Make it a game.
4. Offer Free Shipping
This weekend, you aren’t just vying for sales against online sellers – you’re competing with the brick & mortar stores that don’t any charge shipping whatsoever. Solve this by offering Free Shipping for the weekend. Take this variable off the table completely, making it a non-issue for any prospective buyer.
5. Advertise the price after discount
Don’t make a shopper work to figure out the actual cost of an item after a discount. If you’re offering 30% off, tell shoppers what the cost is as checkout. An $42 item with a 30% discount ends up costing the shopper $29.40. Sounds a lot cheaper than $42, doesn’t it? Use that final price as an asset in your messaging.
6. Create Buy 1, Get 1 Deals – #bogo
Commonly referred to as a BOGO offer, buy one, get one sales are a great way to communicate clear savings to a shopper. Buy one and get one for free. Can’t get much clearer than that. But be careful – not every item is a candidate for a BOGO sale. Do people really need two navy blue winter jackets?
7. Create Buy 1, Get 1 Half OFF Sales
The cousin of BOGO is the commonly used Buy 1, Get 1 Half OFF sale. It has a similar effect on the shopper and is a bit kinder to your margin, but remember – this weekend isn’t the time to hold back. If you’re going to drive sales, it’s time to get aggressive.
8. Gifts with Purchase (GWPs)
This is a BOGO deal in disguise, and with more possibilities. Think for the shopper and give them the opportunity to buy one item, and get a little something extra as an added bonus for buying. If you sell Pancake Mix, throw in some Syrup for free. If you sell a necklace, throw in an affordable pair of earrings for free. Give shoppers the nudge they need to buy in the moment.
9. Launch New Products
What better weekend to create some intrigue for your existing customer base? Add some new products to your store and advertise them. Exclusive launches of new products perk of the ears of your previous customers, driving clicks, traffic and sales.
10. Create Bundles with Savings
Tis the season for gift sets, gift baskets and bundling. Create an easy way for the shopper looking for the perfect gift. Think for them by creating bundles that make the shopping experience stress free.
Make sure you’re tuned in over the next 9 days, as we’ll be sharing new features, updates and community wide marketing initiatives that can help land you sales and exposure over the holiday weekend.