Black Friday— you love it, you hate it or maybe you hate that you love it. No matter how you feel, you can’t deny that the deals that retailers advertise are extremely tempting. Enticing enough to get thousands of bargain shoppers out of their food comas and into stores nationwide. The popularity of Black Friday (or Black Thursday now, let’s just call a spade a spade) has only risen in popularity since the un-official holiday originated in the 1960’s. Retailers continue to push out their advertising weeks or months in advance of Thanksgiving, in order to build consumer hype about the mega-deals of that year’s sale. Let’s take look at how retailers are adapting their marketing strategies in order to effectively reach consumers for this holiday that is truly a shop-a-holic’s dream.
In the year of 2016, utilizing digital media is one of the biggest pushes as far as retailer’s advertising dollars.
Social Media Marketing
Black Friday deals have a tendency to lure even the most loyal brand followers away to the flashy signs of their competitor’s 50% off deals. This is where social media can help a brand reward their most loyal fans by giving them an extra special discount to only them. Through Facebook and Instagram ads, brands can offer promotions to their current following in order to maintain a positive brand perception during a time where brand decision-making is huge.
Another effective digital advertising strategy includes a classic— email marketing. Marketing Land shared during Black Friday 2015, “Email marketing led the pack, generating over a quarter of all online orders.” It helps brands let their followers know ahead of time what sort of deals they’ll be offering and also can give a little extra something to sweeten the pot.
Shift to Online Shopping
Stats from last year’s Black Friday also show “Cyber Monday was the biggest day in US online shopping ever, with e-commerce revenues up 16.4% from 2014. The entire Black Friday weekend saw a similar boom online, with revenues up 16.2% from last year.” (Marketing Land) These stats show the rise of e-commerce and indicate a shift in the actions of your average consumer, choosing Cyber Monday over Black Friday. Promotional strategies around this time of year have now evolved to include the same or comparable deals at both the store and online.
So whether you decide to brave the crowds or browse the web from the comfort of your couch, we wish you the best of luck with your Black Friday (or Black Thursday or Cyber Monday) shopping this year! May the sales be ever in your favor.
Happy Thanksgiving from your friends at Revel!