Everything You Need For Black Friday, Cyber Monday, And Beyond
Black Friday and Cyber Monday is that time of the year when shopping statistics in the US skyrocket. Every year, it sets a new record when it comes to online shopping.
In fact, Black Friday online sales data shows a continuous rise year after year. For buyers, this Holiday season is a chance to grab the best deals available online. But what does it spell for sellers and marketers? Well, it spells OPPORTUNITY, in huge upper case letters.
Brands leave no stone unturned to make the most of the period between Thanksgiving and Christmas. Yet, not all brands get to cash in on the skyrocketing purchasing intent among people. After all, you can’t just turn up in the Holiday season and drop offers and expect results.
The Holiday season strategy needs that little bit more to make sure your brand doesn’t slide to the bottom of pile. Let us see some numbers to understand the fuss about the approaching holiday season and BFCM.
Important BFCM Statistics And Facts To Be Aware Of
Black Friday online shopping proves the significance for marketers to plan their strategies. So, let us look at some of the very important BFCM statistics from last year.
· Unsurprisingly, millennials again turned out to be the biggest spenders last Black Friday.
· The In-shopper turn out on Black Friday fell down and the same is expected to be the case in 2020. It emphasizes the importance of a digital and social media marketing plan for BFCM 2020.
· To further stress the point above, 40% of all shoppers on BFCM 2019 made an online purchase. The numbers will increase with people gearing up for a shopping spree from the comfort and safety of their homes.
· To be precise, Black Friday 2019 saw a huge 93.2 million shoppers online. The number has kept increasing every year and 2020 will be no different amidst a pandemic.
The numbers don’t matter if not translated into an effective BFCM marketing strategy. Let us examine what marketers can do to increase sales during the holiday season.
Preparing For Black Friday And Cyber Monday
Numbers suggest that there will be a lot of potential buyers online to turn into customers. But how can this be done? Let’s start with the start.
Welcome Them With A Welcome Pop-Up
No matter how enticing your offers are, if visitors on your website have to look for them, they might navigate elsewhere. So, as soon as visitor lands on your website, a welcome pop-up with your best offer would be perfect to hook them in.
Here is an example of a Black Friday welcome pop-up used by Old Navy that is enticing enough to hook visitors in.
Welcome pop-ups like this are convenient for visitors as they know as soon as they land on the website. With so many options available, visitors may walk away if things are complicated.
Black Friday Countdowns
Before BFCM arrives you’d benefit by striking a sense of excitement and anticipation among potential buyers. And when it comes to building anticipation, what’s better than a nice countdown. Not only do countdowns make us anticipate, they’re eye-catching.
Remember, the holiday season isn’t an opportunity for marketers to increase sales. It is also a great time for buyers to get the best deals online. Make them realize the gravity of the coming holiday season with a countdown timer on your home page or your email campaign. Here are a couple of examples of black Friday countdown timers that are pleasing to the eye and exude a sense of urgency.
The Importance Of Email
Now that we talked about countdown timers, it is important to emphasize how important email is for reaching consumers. Why is it important? It is because those who use email are in a habit of checking their email several times a day.
Before the arrival of Black Friday, your email campaign needs to be revved up. After all, it is for events such as these that you have an email list. Make the most of the list and put all the effort to good use with a sound email marketing strategy. You can do it successfully by: · Using anticipatory emails with countdown timers as mentioned above. · Using follow-up emails to score same-day-repeat customers with even better and bigger offers.
· Being creative with your email copies without jeopardizing the information you wish to impart.
Give Them A Smooth Shopping Experience
The last thing is to loose potential customers because of the slow loading time of your website. Yes, with all the tips and tricks flying around, the basic stuff often gets forgotten. Holiday season or not, nobody would want to shop on an unresponsive site. When there are so many great offers going around, you would slip down the list if your website isn’t well-optimized.
As numbers suggest, $2.9 Billion worth of purchases last Black Friday were made via mobile devices. This further emphasizes the importance of making sure a mobile-friendly website . You cannot expect visitors on your website to change devices to continue shopping. Remember, you have to make it convenient for your visitors and a smooth, responsive website is a major part of it.
Your Offers Matter The Most
You can put out the craziest of discount offers and still don’t manage to increase sales. This happens because getting the message across and catching the buyer’s eye is paramount during the holiday season.
After all, there are Black Friday offers everywhere and the key is to stand out among them. Why would a buyer click on your email link instead of your competitor’s? Sometimes it can be a catchy one-liner or a design that is pleasing to the eye that makes the difference.
No matter what your offer, putting it across channels in cohesive manner is important. Be it your email campaign or social media, your offers and the messages should be coherent and in line with one another across all platforms.
Make The Most Of This Holiday Season
Like the previous year and the year before that, Black Friday and Cyber Monday online shopping is sure to set up a new record in 2020. The effects of the pandemic will also be seen as shoppers will prefer to make online purchases. But beyond Black Friday and Cyber Monday, 30% of all the retail sales occur between Black Friday and Christmas.
This means your marketing strategy should cover the entire holiday season beyond BFCM. It is the time of the year for shopping carts and huge discounted offers and it always lasts longer than you think.
Make sure you hang on and devise a marketing strategy that looks at the wider holiday season. Starting right from the anticipation building to delivering a smooth, hassle-free shopping experience, a coherent marketing strategy can help you achieve desired targets during the holiday season. After all, potential buyers will be there in even greater numbers for you to turn them into loyal customers.