Match your Marketing Strategies to the Evolution of Black Friday Shopping

Black Friday has become synonymous with deep discounts for holiday shopping. While it originally was reserved for the Friday after Thanksgiving, many stores have gradually extended the sale to begin as early as Thanksgiving Day itself and then last through the weekend. 

For retailers, this is their time to shine with extensive product selection and competitive pricing. However, as we are still feeling the effects of the pandemic, shoppers are likely to spend less time looking for Black Friday deals in-store and more time shopping from the comfort of their own homes long after the Thanksgiving leftovers are gone. To meet the increased demand, brands need to extend the holiday discounts to keep the excitement, and purchases going.

Now that the holiday sales season is longer than ever, how can marketers adjust their strategies?

Engaging with customers

We know that customer engagement increases brand awareness, loyalty, and sales. We also know that shoppers have come to expect a personalized shopping experience that is tailored to their needs and interests. Marketers must be ready to take customer engagement to the next level in order to stand out in an increasingly crowded market. 

Options like virtual reality (VR) and artificial intelligence (AI) can provide shoppers with valuable insights before they make a purchase and as a result, over 90% of marketers reported that they will likely enhance their options for VR/AI this year. Customer engagement can also be increased with valuable content, and 74% of marketers are planning to launch a subscription content program during the holidays this year.

Black Friday used to be about being first. Now, marketers are better off providing an experience that keeps shoppers engaged and coming back. 

Make An (E-mail) List and Check It Twice

E-mail lists are a great opportunity to hype up loyal customers for the holiday season. Whether you’re offering major promotions or smaller discounts, you should absolutely be enthusiastic about sharing the news (and perhaps an additional promotion) with e-mail subscribers. 

Personalized e-mail is even better; research has shown that personalized copy increases open rates by 26%. Delivering relevant content with a personal touch (”Hi, Jane!”) in the days or weeks leading up to the holiday shopping season is a proven way to increase engagement and drive more conversions.

Start Early and Be Ready for the Long Haul

As Black Friday has expanded to include the weeks before and after the actual day, marketers need to be prepared to keep the conversation going with consumers. With additional hurdles this year such as difficult logistics with the possibility of supply chains and shipping causing issues for retailers and consumers alike, transparency is paramount. 

To preserve the user experience, marketers should be encouraging consumers to start shopping early. Messaging and promotions can incentivize shoppers to get their wish lists checked off while items are in stock and have plenty of time for delivery.

Attracting Shoppers Online and Offline

As brick and mortar stores continue to battle the growth of e-commerce, the benefits of curbside pickup remain extremely relevant. While many retailers offered the service prior to March 2020, the last 18 months have seen curbside expand from the occasional store or restaurant to national chains and local boutiques alike. 

The process is especially beneficial for those who need a product quickly but don’t want to pay prohibitive shipping costs and risk having their package arrive late. When stores can offer a product for same-day pickup, buyers are confident that they’ll have their product in hand ASAP. It’s predictable, allows people to safely shop online, and gives physical store locations an advantage over those who would have to ship. Marketers should remind customers that these services are available, especially as the shopping season winds down and shipping becomes less and less viable. 

Black Friday has changed a lot over the years, but it is still an undeniable force in the retail world. Marketers have more freedom now to tailor their Black Friday messages to fit their unique offerings, whether that’s closing brick and mortar stores for the holiday, donating proceeds to charitable causes, or providing additional services and discounts for the season. Whatever you’re planning to offer your consumers, start sending those messages early and keep engaging throughout the season.