This year Black Friday falls on November 23. This is the day where retailers offer special deals and it happens after Thanksgiving.
The payoff for small businesses is big sales. The phrase was first coined by the Philadelphia Police Department to describe this crazy shopping experience. Next year, Black Friday will fall on November 29th.
Remember the Date
It’s an important date every year for small businesses and Black Friday is often paired with corresponding online Cyber Monday. If you don’t think you need to pay attention and prepare for those big two days, consider the fact that in 2016 combined sales for the both was $3.45 billion to set a historical e-commerce record.
Here’s how it impacts you small business and what you can do to get ready.
Make an Announcement
Email is considered to be one of the ways to get the word out ahead of Black Friday about the sales you’re having. This is still considered one of best ways to announce any sale that you might be having for Black Friday. There’s a few things that really help you get a good ROI back from this simple investment.
Don’t forget to have a direct call to action about the fact this sale is temporary. Make sure that the subject line of the email is clear about what kind of discount or incentive your offering. “Half Off But Only Today So Buy Now.” Keep in mind that images work wonders. If you can find a good animation to draw attention to your event , all the better.
Don’t Forget Social Media
When you’re asking what is Black Friday you’ll want to know the name of the game is to have good deals and sell volumes of your goods and services. This is a great place to use coupon codes to get the attention of the mobile user. Taking advantage of live streaming if you’re having a sale in your brick-and-mortar store is a cheap way to make big bucks on Black Friday.
If you’re one of the many businesses that has a Facebook business page, you can offer an early look at what’s going to be for sale on the big day to your fans.
Consider Print
If you’ve got a smaller target market you’re aiming for, consider using the local print media to advertise your special out in front of the big day. Remember that the National Retail Federation says somewhere in the neighborhood of 154 million people shopped on Black Friday in 2016. Attracting even your local holiday shopping crowd to your store can make a big bump in your bottom line.
Don’t Experiment
Black Friday is a great day to boost your sales but not always a good time to start experimenting. It’s best to promote what sells in your store so that you can make a big dent. This is especially true for retailers who might be tempted to try and bring slower selling products along.
Offer Free Shipping
Unless you’ve been hiding under a rock, you know that free shipping is one of the big battlefields between small business and the bigger box stores. Black Friday and Cyber Monday are two really good days to offer free shipping because it’s easier to build it into your price at a discounted rate.
The idea here is to introduce your goods and services to some new customers who might become loyal buyers down the road.
Focus on Customer Service
Discounted merchandise and other special offers are one thing. However, the small businesses that really make a big splash when they ask what is Black Friday know how important it is to ramp up customer service.
In the end, it’s pretty simple. Offering huge discounts will get people to come and buy from your brick-and-mortar or online store. Excellent customer service in both those venues can be a big factor in getting them to come back after the Black Friday sales are over.
| Aspect | Description |
|---|---|
| Importance of Black Friday | Black Friday is crucial for small businesses and is often followed by Cyber Monday. In 2016, combined sales for both days reached $3.45 billion. |
| Making Announcements | Email is an effective way to announce Black Friday sales. Include a clear call to action and highlight the sale’s temporary nature. Utilize attention-grabbing subject lines and images. |
| Leveraging Social Media | Social media platforms can be used to promote Black Friday deals. Consider using coupon codes and live streaming for engagement. Offer sneak peeks to Facebook followers. |
| Print Advertising | Local print media can be effective for targeting a smaller market. Even attracting local shoppers can significantly impact sales. |
| Avoiding Experimentation | On Black Friday, it’s best to promote best-selling products rather than experimenting with new ones. Focus on what sells well. |
| Offering Free Shipping | Offering free shipping on Black Friday and Cyber Monday can attract customers. It’s easier to incorporate the cost into prices at a discounted rate. |
| Customer Service Importance | Excellent customer service is vital for retaining customers beyond Black Friday. It plays a significant role in encouraging repeat business. |
Optimize Your Black Friday Strategy
Black Friday is a significant opportunity for small businesses to boost sales. To make the most of this retail extravaganza, here are some key strategies you can employ:
Email Announcements
- Utilize email marketing to announce your Black Friday sales in advance.
- Include a clear call to action, emphasizing the temporary nature of the sale.
- Craft subject lines that highlight discounts or incentives.
- Incorporate attention-grabbing images or animations to draw recipients’ attention.
Harness the Power of Social Media
- Leverage your social media platforms to promote Black Friday deals.
- Implement coupon codes for mobile users to encourage purchases.
- Consider live streaming to engage customers and showcase in-store promotions.
- Offer a sneak peek of your Black Friday offerings to your Facebook page followers.
Explore Print Advertising
- If your target market is local, consider using print media to advertise your specials.
- Recognize that millions of people shop on Black Friday, so even attracting your local audience can have a significant impact on your sales.
Stick to What Works
- Avoid experimenting with new, untested products on Black Friday.
- Focus on promoting your best-selling items to maximize sales.
- Prioritize items that are likely to resonate with your target audience.
Offer Free Shipping
- Embrace the free shipping trend to compete with larger retailers.
- Consider including the cost of shipping in your prices at a discounted rate.
- Use this opportunity to introduce your products to potential new customers.
Elevate Customer Service
- Remember that great discounts attract customers, but excellent customer service keeps them coming back.
- Ensure your staff is well-prepared to handle increased traffic and inquiries.
- Provide exceptional service both in-store and online to leave a positive impression and encourage repeat business.
| Strategy | Description |
|---|---|
| Email Announcements | Utilize email marketing to announce Black Friday sales well in advance. Include a clear call to action emphasizing the temporary nature of the sale. Craft subject lines that highlight discounts or incentives. Incorporate attention-grabbing images or animations to draw recipients’ attention. |
| Harness the Power of Social Media | Leverage your social media platforms to promote Black Friday deals. Implement coupon codes for mobile users to encourage purchases. Consider live streaming to engage customers and showcase in-store promotions. Offer a sneak peek of your Black Friday offerings to your Facebook page followers. |
| Explore Print Advertising | If your target market is local, consider using print media to advertise your specials. Recognize that millions of people shop on Black Friday, so even attracting your local audience can have a significant impact on your sales. |
| Stick to What Works | Avoid experimenting with new, untested products on Black Friday. Focus on promoting your best-selling items to maximize sales. Prioritize items that are likely to resonate with your target audience. |
| Offer Free Shipping | Embrace the free shipping trend to compete with larger retailers. Consider including the cost of shipping in your prices at a discounted rate. Use this opportunity to introduce your products to potential new customers. |
| Elevate Customer Service | Great discounts attract customers, but excellent customer service keeps them coming back. Ensure your staff is well-prepared to handle increased traffic and inquiries. Provide exceptional service both in-store and online to leave a positive impression and encourage repeat business. |
By optimizing your Black Friday strategy with these tactics, your small business can make the most of this retail bonanza and set the stage for continued success beyond the sales event.
Frequently Asked Questions
What is Black Friday, and why is it significant for small businesses?
Black Friday, falling on November 23 this year, is a day when retailers offer special deals after Thanksgiving. It’s significant for small businesses due to the potential for substantial sales and revenue growth.
Where did the term “Black Friday” originate?
The term was coined by the Philadelphia Police Department to describe the chaotic shopping experience during this day.
What’s the significance of Black Friday for small businesses in terms of sales?
Black Friday is often paired with Cyber Monday, contributing to a significant boost in sales. In 2016, combined sales for both days reached $3.45 billion, setting a historical e-commerce record.
How can I prepare my small business for Black Friday?
Here are some strategies to get ready:
- Make announcements via email with clear calls to action.
- Leverage social media to promote deals and engage mobile users.
- Consider print advertising to attract local shoppers.
- Stick to your best-selling products and avoid experimentation.
- Offer free shipping as a competitive advantage.
- Focus on providing excellent customer service to encourage repeat business.
What should I include in my email announcements for Black Friday?
Your email announcements should have a direct call to action, emphasize the temporary nature of the sale, and feature clear subject lines highlighting discounts or incentives. Incorporating attention-grabbing images or animations can enhance engagement.
How can social media be used effectively for Black Friday promotions?
Use social media to promote deals, implement mobile-friendly coupon codes, and consider live streaming to showcase in-store promotions. Additionally, offer early access to your Facebook page followers.
Is print advertising still relevant for Black Friday promotions?
Yes, especially if you target a local audience. Even on a day when millions shop, attracting your local holiday shoppers can significantly impact your sales.
Should I experiment with new products on Black Friday?
It’s generally best to promote your best-selling items to maximize sales. Avoid experimenting with untested products, as the focus should be on what works.
Why is offering free shipping important on Black Friday and Cyber Monday?
Free shipping is a competitive advantage, and these days provide an opportunity to include the cost of shipping in your prices at a discounted rate. It can introduce your products to new customers who may become loyal buyers.
How crucial is customer service for small businesses on Black Friday?
Excellent customer service is essential for retaining customers. While discounts attract shoppers, superior service, both in-store and online, plays a significant role in bringing them back after the Black Friday sales.
How can I optimize my overall Black Friday strategy for my small business?
To optimize your strategy, follow these key tactics: use email announcements, harness the power of social media, consider print advertising, stick to what works, offer free shipping, and focus on elevating customer service.
When is Black Friday next year?
Black Friday next year will fall on November 29th.
Photo via Shutterstock
This article, “What is Black Friday and How Does It Impact Your Small Business?” was first published on Small Business Trends