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In 2020, Americans spent $188.2 billion during Black Friday sales. It was $142.4 billion in 2019 and $122.8 billion in 2018. This indicates that every year, shoppers are spending more and more money during Black Friday sales.
This year, retailers expect even more spending as the fever of the holiday season continues to grow. Awash in a sea of discounts and doorbusters, shoppers will have no shortage of options when it comes to where to spend their money.
To ensure your store is one of the many benefitting from this spending spree, you need to have a solid marketing strategy in place. By following some simple tips and using the right tools, you can create a Black Friday marketing strategy that will help you increase sales and attract new customers.
Read on for our top tips on marketing your store for Black Friday success.
What Is Black Friday?
For those who are new to the term, Black Friday is the day after Thanksgiving when retailers offer major discounts on holiday gifts. It’s one of the busiest online shopping (after COVID) days of the year and a make-or-break moment for many businesses.
It seems like every year, Black Friday starts earlier and gets more competitive. In 2018, some stores started their Black Friday sales on Thanksgiving Day. And in 2019, Amazon announced they would start an early Black Friday sale.
This just goes to show that if you want to compete with the big retailers, you need to start planning your Black Friday marketing strategy early.
Expectedly, 2022 brought even more changes to Black Friday. With the pandemic still raging, many shoppers opted to stay home and shop online instead of braving the crowds at the mall.
This resulted in a record-breaking year for online sales.
9 Black Friday Marketing Strategies For 2022
Wondering how you can take advantage of the Black Friday spending spree? Check out our top marketing strategies for a successful Black Friday below.
Optimize Your Website Performance
As mentioned above, 2022 is expected to see even more online sales this year than ever before. It’ll be a make-or-break moment for many businesses, so you need to make sure your website is up to the task.
Your online stores could get up to five times the traffic on Black Friday as on a typical day. So, if your website isn’t ready for the influx of traffic, you could lose out on a lot of sales.
To avoid this, start by ensuring your website can handle the increased traffic. This means ensuring that your hosting plan can accommodate the traffic spike and that your website is designed to load quickly.
You should also test your website to make sure everything is working properly. This includes testing the checkout process to make sure it’s smooth and easy to use.
Once you’ve taken care of the technical aspects of your website, it’s time to start optimizing your content.
Build an Email List and Reignite Potential Customers from Past
A report from Adobe Holiday Shopping shows that consumers became more engaged with emails from merchants during the holiday sales season. As a result, open rates rise by 6%, and email clickthrough rates rise by 4%.
This is good news for online retailers looking to increase sales during Black Friday.
You can start working on this game-changing marketing strategy well before Black Friday. By building an email list, you’ll be able to reach out to your customers and let them know about your Black Friday deals.
There are a few ways you can go about building an email list. One is to offer a discount or coupon code to customers who sign up for your email list. You can also offer exclusive deals and early access to sales for email subscribers.
Another way to build your list is to run a Black Friday giveaway. This is a great way to increase engagement and get people excited about your Black Friday deals.
To ensure your email marketing campaign is successful, you must start planning and building your list well before Black Friday because this list will be your bread and butter for driving sales every Black Friday and Cyber Monday.
Strengthen Your Social Media Presence
Since it’s the holiday season, people spend more time with their friends, families, or social media. So, it’s important to have a strong social media presence during the holidays.
Social media is a great platform for promoting your Black Friday deals. You can use it to reach a broad audience and drive traffic to your website or store.
Audit Product Pages
You must have an idea of what products are selling and which ones aren’t. This will help you focus your marketing efforts on the right products.
Why did we mention this point under the heading “audit product pages”?
Well, because your product pages are one of the most important places on your website. They’re where loyal customers go to learn more about your products and make a purchase decision.
If your product pages aren’t up to par, you could lose out on a lot of sales.
To make sure your product pages are ready for Black Friday, start by auditing them. This means going through only the most selling product pages and making sure the content is accurate, relevant, and up-to-date.
You should also check the product images and make sure they’re high-quality and accurate. And, if you have videos on your product pages, ensure they’re working properly.
Once you’ve audited your product pages, you can start optimizing them for Black Friday. This means adding relevant keywords, creating compelling product descriptions, and adding strong calls to action.
Create a Holiday Marketing Calendar
With a calendar that organizes all of your Black Friday marketing activities, you’ll be able to stay on track throughout the busy holiday season. This will help you stay organized and ensure that your marketing activities align with your overall sales goals.
The purpose of your calendar also determines what kind of calendar you’ll need and what should be in it. It’s possible that separate calendars will be required for various marketing channels to keep track of the timings.
Your Black Friday marketing calendar should include all of the following:
- A list of all the marketing activities you’ll be undertaking
- The dates and deadlines for each activity
- Who is responsible for each activity
- Any other relevant information, such as budget or target audience
Create the Urgency to Increase Black Friday Sales
The key to success on Black Friday is creating a sense of urgency. This means making people feel like they need to take action now, or they’ll miss out on a great deal.
One way to create urgency is to use time-sensitive language in your marketing materials. For example, you can use phrases like “limited time only” or “while supplies last.”
Encourage Customers to Purchase More Items
It could be useful to offer a discount on orders over a certain amount. This will encourage people to buy more items from you and reach the minimum spend to receive the discount.
For example, you could offer a 10% discount on orders over $1000. This would encourage people to spend more money with you and buy items they may not have purchased.
Update Store Design for the Holiday Season
Your store design should be updated for the holiday season. This means adding relevant images, colors, and messaging that reflect the holiday spirit.
Adding holiday-themed banners and graphics to your website is also a good idea. These can be used to promote your Black Friday deals and drive traffic to your website or store.
Don’t Ditch the Offers & Coupons
While creating a sense of urgency is essential, you don’t want to ditch the offers and coupons. This is because people love a good deal and will be looking for ways to save money on holiday shopping. So, make sure you include offers and coupons in your Black Friday marketing strategy. This will help you drive sales and encourage people to take action.
Why is Black Friday good for businesses?
Black Friday is a great opportunity for businesses to boost sales and revenue. This is because people are generally looking to spend money on Black Friday and are more likely to take advantage of deals and discounts. This way, they can get repeat customers and also attract new customers.
When Is Black Friday in 2022?
Friday, 25 November 2022.
Do stores benefit from Black Friday?
The fourth quarter of the year covers the time from Black Friday to New Year’s Day and is typically the most lucrative for most businesses.
What Is the Difference Between Black Friday and Cyber Monday?
Black Friday is a shopping event that follows immediately after the American Thanksgiving holiday. Meanwhile, Cyber Monday is an event that takes place on Monday following the Black Friday weekend.
Let Your Online Store Sales Shine on Black Friday
On Black Friday, your store sales will be shining. This is the perfect time to let your customers know about any special deals or black Friday promotions you’ll be running. You can do this by sending out an email blast, posting on social media, or even creating a dedicated landing page on your website.
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