PR packages include press release writing, distribution via segmented media lists and news agencies, media monitoring and reporting processes.
Black Friday, the day after Thanksgiving, has become a major commercial holiday that significantly affects consumer spending. To increase customer engagement and sales volumes, more and more brands are investing in communicating on this exceptional day.
The biggest commercial holiday of the year, Black Friday has become a big day for every business regardless of industry or size. Consumer expectations are rising every year, which whet brands’ appetites. Building a strong brand presence is essential to Black Friday success. This requires a 360° communication approach, from creating a marketing strategy to harnessing the power of data. As Online PR Service B2Press, let’s take a look at why Black Friday is so important, and how brands can make the most of it.
Black Friday’s roots go back to the Great Depression and the stock market crash of 1929. Over the years, it has evolved into a shopping frenzy, with retailers offering substantial discounts to clear out overstock inventory and attract customers. The term “Black Friday” signifies the point when retailers start making a profit, moving from “in the red” to “ in the black”.
Today Black Friday isn’t just about physical stores; it’s also a massive online shoppingevent. With the rise of Cyber Monday and other shopping days like Amazon Prime Day and Way Day, theholiday shopping season has extended, giving brands more chances to connect with consumers.
Like last year, Black Friday season is expected to reach new records in 2024. Approximately, 90.6 million consumers shopped online on Black Friday, up from 87.2 million in 2022, and 200.4 million people shopped for the five-day holiday weekend from Thanksgiving Day through Cyber Monday in 2023, according to NRF.
Adobe estimates that during 2024 holiday season shopping, which runs rom November 1 to December 31, consumer spending will reach over $2 billion in extra in the U.S. alone. Sales of mobile devices are predicted to reach for 53.2% of all purchases, with total sales hitting $128.1 billion. Overall, it is projected that the 2024 Black Friday and subsequent discountperiods are anticipated to see an 8.4% growth in sales, with a total shopping volume of $240.8 billion.
First and foremost, it’s important to start planning your Black Friday campaigns well in advance, using data from previous years to identify trends and preferences. Introducing your campaigns and deals early to create excitement and grab the attention of potential customers will help you get on the radar of “early birds” especially. Early planning will help you fine-tune your strategy and ensure everything runs smoothly.
For this, you should keep these 3 things in your pocket:
Consumers expect big savings during Black Friday. Offer special deals and substantial discounts on seasonal products to attract shoppers. Highlight these offers across multiple marketing channels to drive traffic and increase sales. Consider offering special discounts to increase savings with higher spend, special offers to reward loyal customers, and early access to give newsletter subscribers a head start.
With more than half of sales happening on mobile devices, making sure your website is mobile-friendly shouldn’t even be a warning anymore, but it goes without saying. As more and more consumers choose to shop on the go, mobile optimization is a big deal. In addition, you should simplify the checkout process as much as possible to reduce cart abandonment.
It’s worth noting that you should also consider incorporating sustainability into your Black Friday campaigns. Environmentally conscious consumers are on the rise, and in order to attract them you need to highlight eco-friendly products and initiatives. As anyone knows, sustainability is not only good for the survival of the planet, it also resonates with modern, conscious consumers, and it affects the air we breathe and, more profoundly, our own survival. Recyclable packaging, sustainable products made from eco-friendly materials, and donating sales to environmental causes will set you apart from competitors who don’t have an awareness of these issues.
The final topic in this section is customer service. You need to make sure you provide excellent customer service before, during, and after Black Friday. Prepare for it, learn from the past, and improve your operations. Engage with your customers on social media more than ever during this period, and respond to their questions quickly. Building a strong relationship with your customers can lead to stronger business and brand loyalty. For example, you can benefit from live chat support, which is now available almost on every website to help customers in real time, and a dedicated support team for this online shopping season can quickly answer questions. Don’t forget to use follow-up emails, thank-you letters, and satisfaction surveys to help sustain your consumer connection.
You should use data analytics to track the performance of your Black Friday deals.. To ensure this, analyze sales data, customer behavior, and feedback to make informed decisions for future events. This data can help you understand what’s workingwell and what needs to be improved., Using these insights, you can optimize your future campaigns and improve your overall marketing strategy. Sales data can identify popular products and successful channels, customer behavior can reveal shopping patterns and preferences, and feedback can provide insights to improve future campaigns for seasonal products.
Creating a sense of urgency has always been a powerful tactic to boost sales during Black Friday. Limited-time offers, countdowns and surprise sales, flashing lights, and colorful, eye-catching visuals can encourage consumers to make quick purchase decisions. Highlighting the scarcity of products or the exclusivity of deals can also motivate shoppers to act quickly. For example, use phrases like “limited stock” or “only a few left” to create a sense of urgency. What’s more, consider offering time-sensitive discounts that expire in a few hours or a day to encourage immediate action. In an already time-constrained period, personalized marketing messages can create even more urgency, so send targeted emails or push notifications to remind customers about limited-time offers and the benefits of acting quickly.
Using key data can increase a sense of urgency. For example, visualizing real-time data like “how many people are currently viewing this product” or “recent purchases” can create a fear of missing out (FOMO) among potential customers. This seemingly collusive psychological trigger can significantly increase conversion rates. Another effective strategy is to offer special deals to loyal customers you’ve identified through your CRM database or to give newsletter subscribers early access to sales. This approach not only rewards your most engaged customers, but also creates buzz around your promotions.
A seamless and enjoyable customer experience is essential to maximizing Black Friday sales. To provide this, firstly make sure your website is easy to use, has clear product descriptions, and high-quality images. Offering multiple payment options and a flawless checkout process can increase conversions. Additionally, providing excellent customer service through live chat or a dedicated support team can increase customer satisfaction and loyalty. Consider offering free shipping or easy returns to make the online shopping experience even easier for your customers.
Personalizing the online shopping journey can also improve the customer experience. Use data to provide personalized product recommendations and special offers based on customers’ browsing and purchase history. Another thing to consider is post-purchase engagement. Sending follow-up emails with order confirmations, shipping updates, and personalized thank-you notes can leave a positive impression on your customers. Encouraging customers to leave reviews and share their purchases on social media can also help build a sense of community and trust around your brand. By focusing on these elements, you can create a memorable shopping experience that encourages repeat business and fosters customer loyalty.
The end of Black Friday doesn’t mean the end of your marketing efforts. Consider offering post-Black Friday deals or extending your seasonal discountsto maintain momentum and keep customers engaged. You can use the data collected during Black Friday to segment your consumers and create targeted marketing campaigns for the holiday season shopping and more.
Here are some strategies to help you maintain your momentum after Black Friday:
Continuing to engage and provide value to your customers after Black Friday can build lasting relationships and drive consistent sales volumes throughout —not too long after—the holiday season shopping and into the New Year.
In this article, we’ve learned that Black Friday is much more than just a day of great sales with huge discounts. It is also a great opportunity for brands from small businesses to large companies to connect with consumers, increase sales volumes, learn from their mistakes, value data analysis, level up and build long-term customer loyalty. Brands can make the most of this shopping holiday by doing thoughtful strategic planning months in advance and using online and offline channels. With the right approach, Black Friday can be a highly successful and profitable event for your brand. Don’t forget to measure it too for the next year!
B2Press, the Online PR Service that seamlessly integrates public relations activities into digital marketing, is here to elevate your brand during the Black Friday frenzy. With expert services including press release writing, distribution, monitoring and reporting, B2Press ensures your Black Friday deals reach the most visited news sites in your target country. Our qualified editors craft compelling press releases that capture attention and drive traffic, helping you maximize your sales and brand visibility during this critical shopping period.
