How Small Businesses Can Capitalise on Black Friday

Blog > How Small Businesses Can Capitalise on Black Friday

Posted By Create

Tags: marketing, selling online, sales

As we finish putting the Halloween decorations away for another year, Christmas fever is now officially upon us. Festive tunes have made their way onto the office playlist, we’ve seen that first Coca Cola advert of the season, and mince pies are already in the bargain bin at the local supermarkets.

In our laser-focused sprint towards December 25th, you could be forgiven for forgetting that two of the busiest days of the shopping calendar are rapidly approaching. Black Friday and Cyber Monday are taking place on the 24th and 27th of November this year - is your business ready? 

 

What are Black Friday and Cyber Monday?

Like cranberry sauce and eggnog, these late-November sales – once a uniquely American tradition – are becoming staples of English Christmases.

Taking place on the Friday following American Thanksgiving, Black Friday sees retail shops opening early, staying open later, and offering some of the best savings of the year. 

Cyber Monday follows a few days later and allows customers to sit back and make savings from the comfort of their armchairs, avoiding stress, queues and the general choas of sales run by brick and mortar shops. 

Last year the Black Friday and Cyber Monday weekend saw Brits spend a record £5.8 billion - an increase of 15% on the previous year. Online spending was particularly on the up, with an increase of 16% on the previous year.

Using well planned marketing campaigns and offering well timed discounts, you can get involved and capitalise on these busy shopping days. To help you prepare, we’ve got some tips and tricks to get ahead of the game.

 

How Small Businesses Can Capitalise on Black Friday

 

Plan your strategy

Are you planning to target shoppers and bring them to your site for Black Friday and Cyber Monday?

Recent data revealed that 45% of small business owners were planning to use their marketing budget on social media advertisements for the festive season, and now is as good a time as any.

Don’t underestimate the value of a good email marketing campaign too. In recent years the primary channel for driving Black Friday sales was email marketing, and crafting a campaign that is too good to say ‘no’ to will surely make all the difference.

Why not also take advantage of Google's Enhanced Ecommerce Tracking to monitor customer interactions and campaign success. 

Prepare Early

Perhaps you’re considering running a sale or offering a discount as part of this year’s Black Friday and Cyber Monday to encourage even more customers to your shop? Well, it’s never too early to start planning!

Why not set your sales up in advance, and keep them on hold until you’re ready to go live? This will save valuable time on the days, and ensure that everything is in place already. 

Similarly, prepare your discount codes as soon as possible - then, once you’re ready to promote discounts in emails or on social media, hand them out and watch the sales roll in.

Set Goals

It’s easy to get carried away in the festive fun, but it’s important to have a clear idea about what you would like to achieve and budget for this accordingly. Review figures from this time last year and decide how much you would like to beat these by this year.

With an understanding of your previous figures you can begin looking at how to do better. Perhaps you need to promote more, or need to have more of those most sought-after items in stock? Set the goals and stick to them.

Do Your Research

It's always a good idea to keep an eye on the competition, and this is equally true at this time of year. Do a quick Google of some of your preferred keywords and take a look at what your competitors are up to. This will help you stay ahead of the pack, and may even provide some last-minute inspiration for your site and the promotions you run.

Get Your Site Ready

There's no escaping the reality that mobile browsing is accounting for more and more online sales so it's important that your site is ready. If you're not already using one of our responsive templates then now is the time to make the leap. Ensuring your site is optimised for mobile devices will help net even more sales.

And why not add a little festive flare too? While our bricks and mortar counterparts are hanging tinsel from anywhere it can be hung, consider adding some Christmas flavour to your site to get your shoppers in the mood. Keep your eyes pealed for our holiday resource blog coming your way next Thursday which will be stuffed with graphics to add that Christmas feeling to your site.

Use Create To Your Advantage

Now is the perfect time to take advantage of the features we have available to really leverage your shop. Consider listing your products in multiple places by using our Facebook Shop and eBay integrations. And don't forget that we're here to help, whether you'd like some advice on boosting your SEO or need some feedback on your marketing strategies.

We'd love to hear any tips you may have for this busy time of year, share your experiences in the comments below.


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