Make sure to start your offers and promotions earlier in November. Don't wait until Black Friday weekend!
Wallet share will be a big factor in 2023, due to consumers having less disposable cash in the current economic environment.
You could start running offers at the beginning of the month, and then drop your best deals during the week of Black Friday weekend. That could be as soon as Monday (it sounds ridiculously early, but trust us), although Wednesday or Thursday can work great too.
Email is King
Hit up your customers more via email in November and December to shout about your offers. Tell them before and during Black Friday weekend, spruik pre-Christmas delivery cutoffs, offer gift cards after the cutoff, and send any other timely info.
Send more emails
How frequently should you be emailing, you ask? We reckon you can send campaigns anywhere from 2-3 times per week. This is if you use segmentation, and also depends on your store and niche!
For example, we like to email once per week because we’re more of a B2B brand. But typically brands in fashion, cosmetics and other industries can email way more frequently.
Speaking of segmentation...
Segment your list
Make sure you have an engaged segment (90 days or 120 days) so you’re only sending to people who like engaging with your emails.
You can also use other creative segments like:
- People with 'Abandon Checkouts';
- Close to purchasing; or
- Viewed recently but haven’t purchased.
Flash sales for specific products or collections can also work - but only send these to customers that would be keen beans.
An omnichannel approach can help to increase your reach, and sales are a great time to incentivise SMS subscribers to shop exclusive or time-sensitive offers.
SMS subscribers are generally loyal to your brand, so treat them as VIPs. As a rule of thumb, use SMS to send exclusive deals and time-sensitive alerts. For non-time-sensitive content, use email.
How to Discount
Work out what your offer is going to be
Make your offers really obvious
Promote your offer on all your major channels including email, organic social, paid social, search ads and anywhere else important! Leave no social media stone un-Tweeted.
On your website, update your home hero, announcement bar, product pages, and even add a banner to the top of your collection pages.
Do what feels right for your brand
When it comes to Black Friday, only discount what makes sense for your brand and profitability. Don't feel pressured by what the market expects you to do.
For example, epic 40% sitewide sales can work for certain niches like fashion, where margins are high and retailers are trying to clear seasonal stock to improve cash flow. But that kind of sale might not work for your specific biz.
Keep in mind, discounts aren't the only way to capture your audiences attention during this period. Consider options that may be more aligned to your businesses values, such as a Gift With Purchase, or donating a percentage of your profits to a charity that you partner with.
Check your site
Squash any bugs
Forecast Your Inventory