Why do businesses participate in Black Friday? This year Brits alone are planning to spend more than £7 billion on Black Friday and Cyber Monday, making it one of the biggest shopping days of the year. And therefore presenting a great opportunity for small businesses to target their audience with unique deals and savings. Read on to discover our handy tips to help you capitalise on the most popular sales day of the year.
This year Black Friday is on 29th November 2019 with Cyber Monday following shortly after (companies often extend the sale period from Friday to Monday, labelling it Black Friday weekend), meaning shoppers can take advantage of offers ahead of the Christmas shopping season. In order for consumers to make a purchase during these busy periods, it is important that your website works well and your products or services are easy to find.
Black Friday deals often send an influx of consumers to find the best deals online, the increase in traffic can sometimes make sites crash. To prepare for this, it’s a good idea to test your website and see if it can handle heavy traffic to avoid it crashing or performing badly. By preparing for a large influx of customers, it is likely you won’t lose out on revenue if your site becomes a lot more popular than it’s used to.
You can check your website’s performance and reliability with Google’s Page Speed tool.
If there is a big offer you want to push over the Black Friday weekend, it could be a good idea to start advertising it as soon as possible. This could create a buzz around your offering and let customers know you are going to be involved. If you wait until Black Friday weekend to promote your deals, consumers may have their eyes on savings they have seen elsewhere.
You could prepare your customers by sharing upcoming offers through email or social media as well as marketing in-store for brick and mortar businesses. This way, your customers are more likely to remember to visit you when the Black Friday deals come around.
Across the Black Friday weekend, it could be a good idea to create exclusive discount codes to promote on your website or social media. For example, you may begin to promote Black Friday offers on social media with code ‘BF30’ to indicate 30% off. To create a matter of urgency and encourage customers to take advantage of the deals, you can make a plan to reduce the discount each day over the weekend.
This could let customers know they have a short period of time to shop the best discounts which could be a good tactic to encourage sales.
Whether your business is brick and mortar, online or both, you'll most likely be expecting more visits, calls, emails and social media messages throughout the Black Friday weekend. Customers could seek extra support regarding offers and return policies. To prepare for this, make sure you have enough staff available to deal with the increase in customer queries and visits to ensure any potential customers have an easy and successful experience.
You can never be too prepared. It may be wise to set up extra procedures to make everyone’s experience smoother, both for your customers and your team. Plan any new sections of your website or social media in advance so you can understand what updates will look like and how well they will work for your business. Keeping your team well informed with regular updates and offering support could also help the busy weekend feel more managed and efficient. Preparing in advance could leave you with a better opportunity to make money over the Black Friday weekend, instead of spending your time rectifying any last-minute changes or issues.