Black Friday is the biggest shopping day of the year, and while it was traditionally the day of long (and cold) queues, packed department stores, and retail chaos, it is steadily transitioning online.
If you run an e-commerce brand, you must be prepared with a Black Friday e-commerce strategy. Not quite sure where to begin or how to drive those sales as high as possible? The following tips will help.
1. Use Flash Sales
Black Friday e-commerce sales are at their peak during Black Friday itself. Merchants tend to run their sales before and after the big day, but it’s during those 24 hours when things get really interesting. Take advantage of this by limiting your promotion to just 24 hours and then announcing the limited timeframe to your customers. Missing out on those extra days might feel like a waste, but if you use this Black Friday marketing strategy with some of the others discussed in this guide, it’ll be worth your while.
2. Use Email Marketing Email marketing may seem a little old school, but it’s still one of the best Black Friday strategies for retailers. Customers pay more attention to promotional emails during Black Friday, as they are alert to big offers and ready to make a purchase. Keep the emails short and brief. Highlight the price drop, talk about the product, and link to your site. If you have spent many months or years building a newsletter, now is the time to take full advantage. If not, that’s okay, just email who you can.
3. Bundle Products Together
The idea behind a bundle strategy is that you offer a discount for buying multiple products, such as “Buy Product X and Y and get Product Z for free”. Customers are generally more willing to buy in bulk during Black Friday, as they know they’re getting a good deal and expect the prices to increase soon, so they want to take advantage of the discounts while they can.
For this reason, bundling is one of the most effective Black Friday pricing strategies, and it’s also a great way to offload some unwanted stock.
4. Utilise the Illusion of Scarcity The illusion of scarcity is a marketing principle whereby customers place a higher value on something that is deemed to be scarce.
It’s why there’s always so much buzz around limited edition clothing and accessories, and it’s something you can utilise as part of your Black Friday pricing strategies.
The easiest way to do this is to place a stock counter on your items and keep it low. If a customer is torn on whether or not to make a purchase and they see a sign saying, “Only two left”, they are more likely to take the leap.
5. Use Cart Abandonment Cart abandonment is an email marketing strategy. Customers are sent emails whenever they add something to their basket and leave.
This is how e-commerce customers “window shop”. They may return to purchase in a few days; they may never return. By sending them an email to let them know that the prices are about to increase, you’re much more likely to hook them in and get the sale.
When used as part of a Black Friday e-commerce strategy, cart abandonment can greatly increase your sales during this big discount day.
Black Friday Strategies for Retailers Online A good Black Friday marketing strategy is much more than a big discount that you shout from the rooftops as loud as you can. It’s a careful strategy involving many elements, including all of the above.
So, make sure you keep those Black Friday e-commerce sales as high as possible by implementing these unique strategies.