Another year and another barrage of Black Friday & Cyber Monday deals have come and gone. We have no doubt that your inboxes were flooded by a deluge of offers to entice you to part with your hard-earned cash. But how about from a marketing perspective? Is the Black Friday weekend, Friday through to Monday as big an opportunity for retailers as it appears to be for consumers? Many retailers begrudgingly cut their margins and offer site-wide discounts that they typically wouldn’t want to offer. Is it a case of being left out in the cold if you don’t participate? I would put forward that the answer to that final question is no.
Unless you live on a remote island in warmer climes with no internet, the chances are that you will encounter some form of marketing related to the Black Friday weekend. Brands make sure you can’t escape it. TV, Radio, and Newspapers are filled with offline marketing ads. Move into the online space and every website you visit, email you receive, app notification, and social media post will no doubt be geared towards Black Friday. The result of this bombardment of advertising is that consumers, whether subconsciously or consciously, are simply placed in the mindset of ‘time to begin festive shopping’. With Halloween and Bonfire night out of the way here in the UK, the next big event in the calendar is Christmas.
We have worked on multiple Black Friday weekend campaigns with our clients (in both B2B & B2C arenas) and we have observed the same trends. Regardless of the strength of the discount, or even if there was a discount at all, overall sales and enquiries went through the roof purely down to the fact that this yearly shopping (or marketing) event was on the forefront of everyone’s mind. Consumers who are browsing online are being exposed to a huge amount of advertising. Buy this, save X% on that, don’t miss out on this one day only deal – the list goes on. Consumers are ready to part with their cash as part of the whole event. As the figures are slowly released over the coming days we will no doubt see that 2017 represented the biggest ever Black Friday weekend in terms of sales and revenue in the UK.
By simply being active and present and in front of existing and new customers via social media, email marketing, and your website, you will likely see an uplift in sales and traffic purely due to the whole Black Friday ‘event’.
Most brands make it incredibly difficult to avoid their sales pitches. See the Currys/PC World website below. Spot the Black Friday deals.