Black Friday is the unofficial start of the holiday shopping season (although, it seems like that season is starting earlier every year). It’s always the day after Thanksgiving; this year that’s November 23, 2018.
Big businesses tend to dominate Black Friday, but that doesn’t mean you have to shy away from it, wait for Small Business Saturday, and cross your fingers that your customers aren’t all shopped-out from the day before.
If you don’t want to have Black Friday sales, Small Business Saturday sales, and Cyber Monday sales, roll them all together for a massive weekend celebrating the beginning of the holiday shopping season.
1. Start Planning Now
Like any other sale or marketing campaign, the earlier you
start planning, the smoother it will run. So, start figuring out
what sales and discounts you’re going to offer;
when you’re going to offer them (all weekend,
only for the first few hours, etc.);
how to prepare your employees for the sales; and
how to tell your customers to come in and save
2. Offer Social Media Deals
You’ve spent a lot of time and energy growing your social media following and email newsletter list. Now’s the time to take advantage of that. Consider offering exclusive deals just for your social media followers or newsletter recipients. Your customers will feel like they’re part of an exclusive club, so they’ll run right to your store.
3. Encourage Your Customers to Share and Tag
While your customers are in store shopping (or after they’ve
received their online orders), encourage them to share pictures on their own
social media profiles (tagging you and using your hashtag). Your customers will
be able to create some hype, and you’ll have tons of user-generated content to
use on your own profiles in the future.
4. Don’t Try to Compete with Big Brands
Like I said earlier, big brands (think Walmart, Target, and Amazon) tend to dominate Black Friday.
They buy a whole lot more products at once, so they can offer huge discounts. They’re even comfortable
taking a loss on some products because they know they’ll more than make up for
it on something else.
Don’t try to compete with that. When you’re deciding what
discounts to offer, make sure you’re not offering something that will put you
in the red.
Big brands also seem to have a bad habit of starting Black
Friday earlier and earlier. Some even start on
Thanksgiving. Don’t do that to your staff; let them enjoy the day with
You might consider opening your store a little earlier than normal but opening at 3AM is probably ridiculous. Most people that are shopping that early are going to big stores and standing in line for specific items. If you open too early, you’ll end up with an empty store and tired and grumpy employees.
5. Ask Your Customers What They Want
While we’re talking about choosing what discounts to offer, why don’t you go straight to the source? Ask your customers and followers what they want. Facebook, Instagram, and Twitter all let you post polls, so you can ask your followers if they’d prefer a discount off their entire order or specific items.
How is your small business participating in Black Friday