As the end of the year approaches, consumers are bombarded with a singular message, “The holidays are here”. I’m sure we’ve all bought things that we don’t need after a constant stream of advertising. From inboxes to airwaves, there is a lot of messaging causing a shift in consumer behaviour. Shoppers transition into a decisive, purchase-driven mode, actively seeking everything from coveted personal luxuries to the must-have toys that will complete their holiday gatherings.
Consumer behaviour data indicates that gift-giving is a primary motivation during major shopping events, with 68% of shoppers participating on Black Friday and 67% on Cyber Monday. A further analysis shows that parents are disproportionately represented in this activity, with 71% purchasing gifts for others on Black Friday compared to 63% of non-parents.
Holiday shoppers are now in a mindset of both generosity and self-indulgence. Successful marketing will speak to this duality by offering clear value and messaging that resonates emotionally with the spirit of giving and the urge to treat oneself. Unsurprisingly, Sales Moments are the dominant influence on shopping behaviour during this phase. Crafting the perfect marketing strategy is essential, whether you’re a seasoned marketer or new to the game.
Here are some creative and effective ways to boost your Black Friday campaign and ensure success.
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Start Your Campaign Early
I remember the days when Black Friday lasted for ONE DAY ONLY. There would be riots in stores as shoppers physically fought over cheap deals. However, last year, some Black Friday deals launched right at the start of November, offering a whole month of deals. This is actually smart, considering the early lead-up for holiday sales starts in October.
Launching your promotions early can help build anticipation and get ahead of competitors. Announce upcoming sales via email, social media, and even digital ads to pique your customers’ interest. Offering early-bird specials or VIP access to deals can help loyal customers feel appreciated and increase their likelihood of making a purchase.
Create a Sense of Urgency
Even if you are running your promotions and campaign for a longer period, you can still drive a sense of urgency.
Encourage quick purchases by emphasising limited-time offers or exclusive deals with a countdown timer. Adding phrases like “while stocks last” or “limited quantity” will motivate customers to act fast. Including flash sales that only last for a few hours throughout the day can also heighten the sense of urgency, driving impulse purchases.
Use Social Media Creatively
To cut through the Black Friday noise, marketers must move beyond simple discount codes. They can creatively leverage social media by launching interactive, platform-specific campaigns such as a 24-hour ” scavenger hunt” on Instagram Stories where clues unlock a promo code, or hosting a live-streamed “deal showdown” on TikTok where viewers vote in real-time to activate flash sales. Teasing exclusive, time-sensitive offers to a brand’s most engaged followers via private groups or stories rewards community loyalty and creates a sense of VIP exclusivity.
Using shoppable features and user-generated content campaigns that encourage shoppers to post their finds with a branded hashtag can transform social feeds into dynamic, social proof-driven storefronts, blending entertainment with immediate purchase opportunities.
If you’re stuck for social media ideas for the festive season, download our social media advent calendar.
Optimise for Mobile Shoppers
Mobile shopping continues to dominate, especially during the Black Friday period, so ensuring your site is mobile-friendly is crucial. Make sure your website loads quickly on mobile devices and offers a seamless browsing and checkout experience. Consider offering exclusive mobile-only deals or using push notifications to inform your customers of flash sales.
Personalise Your Marketing
Tailored experiences can make all the difference in Black Friday marketing. Segment your email lists and offer personalised discounts based on previous purchases or browsing behaviour. You could also offer personalised product recommendations on your website or in your marketing emails to make the experience more relevant and engaging for shoppers.
Bundle Offers
Bundling products together is an effective way to boost the average order value. For instance, you could offer a discounted price on complementary products when purchased as a bundle. This not only encourages higher spending but also helps customers see the added value in purchasing multiple items.
Use Retargeting Ads
Retargeting ads can be a powerful tool to bring back visitors who didn’t make a purchase on their first visit. Target these users with personalised ads that showcase the products they viewed or offer additional discounts to incentivise them to complete their purchases. A reminder about your Black Friday sale could push them to return and finalise their transaction.
Prioritise Customer Support
During Black Friday, your customer support channels should be ready to handle an influx of queries. Make sure you have chatbots or live support available to assist shoppers with any issues. A positive support experience can make a huge difference in securing a sale, especially for first-time buyers.
Create a Last-Minute Checklist
It’s essential to stay organised as the big day approaches. Review your Black Friday marketing checklist to ensure everything is in place. Double-check that your website can handle a surge in traffic, your product inventory is updated, and your discount codes work as intended. It’s also a good idea to have contingency plans in place, just in case any unforeseen issues arise during the sale.
Don’t Forget Post-Black Friday Marketing
After the big day, there’s still an opportunity to keep the momentum going. Engage customers who purchased with follow-up emails, offering further discounts or promoting upcoming holiday sales. This is also a good time to collect feedback and reviews, which you can use to enhance future campaigns.
Conclusion
With the right Black Friday marketing strategy, businesses can attract more customers and increase sales during the holiday season. From early promotions to mobile optimisation and social media engagement, using a mix of creative strategies will help you stand out in a crowded marketplace. By planning ahead and leveraging the tools at your disposal, your Black Friday campaign can be a resounding success.
If you need assistance building your seasonal marketing campaigns, get in touch today.
