As many of you know, Black Friday falls on November 26, 2021. These are key dates for retailers, since they come right before the Christmas shopping season and many people take the opportunity to buy with those holidays in mind. A good campaign will secure future purchases and build loyalty among the new customers we bring into our store. In this post we’ll cover the following points:
- Why Black Friday matters
- How to decorate your store to become a sales ace
- Strategies to sell more on Black Friday
- Consumer trends
Why is Black Friday important?
Black Friday originated in the United States, and the name literally means “black Friday.” The tradition began because it was the day after Thanksgiving in the US. For retailers it meant a huge boost to their economy. It’s usually held on the last weekend of November, right before the Christmas holidays.
The benefits of selling on Black Friday
- Win new shoppers. It’s the perfect moment for hesitant buyers or people who didn’t know your brand yet. Get noticed like never before and build loyalty with these new customers.
- Boost sales and traffic. People come in ready to buy. So, with a solid strategy, increasing sales doesn’t have to be all that hard. You need to focus your efforts on captivating the customer who already wants to buy and is looking for the best deal.
- Clear out inventory from other seasons. Take the chance to mark down leftover stock from past seasons at a very affordable price.
How do I decorate the store to sell more?
Black Friday used to last only a day, though in recent years it has stretched all the way to Cyber Monday. Shoppers wait for it eagerly and are ready to spend. During this window you have to attract them and deliver a truly satisfying shopping experience, making sure they come back after Black Friday. Your decoration should be consistent with your brand, guiding the customer toward buying the product you most want to sell.
Because of the coronavirus, Black Friday is expected to be more online than ever this year. Even so, in this post we’ll focus on how to decorate the physical store and the strategies many retailers use.
Store decoration
Decorate and draw in your customers by making the offers in your store crystal clear.
– Wall decals
The most affordable option is wall decals. There are Black Friday decorative decals that retailers use a lot. They communicate the message quickly and cheaply in a simple way. You can put them up in the weeks beforehand to announce Black Friday. There are countless designs and you can mix and match colors however you like.
– Signage
Many retailers go for signage on a day like Black Friday. Signage is more direct and delivers a clearer message. It’s still affordable and easy to put up and take down.
– The counter
The counter plays an important role in the store’s layout. Don’t overlook it, and think carefully about how you want to organize the store, so the counter is also decorated and draws customers in.
– Exclusive shelves and signs
Exclusive shelves are a very common way to decorate the store. They can be spread throughout the store, but placing them next to the counters works really well. You boost impulse buys with unique, Black Friday-exclusive products. They create the customer’s urge to buy now, without a second thought.
– Special sale T-shirts
On mannequins, “Sale” or “Black Friday” T-shirts are also widely used to decorate the window display. They’re very cheap to make and add another element to the store that grabs the attention of customers who see it. Light-up panels inside and outside the store work very well too; they catch the eye without overdoing it, since too much can feel overwhelming and unpleasant. They’re usually placed in areas inside the store that we want to be a point of special interest, or in the window display.
The strategies retailers use most
– Hourly deals
Marking out different time slots where we run our most eye-catching offers helps us in many ways. On one hand, customers keep a closer eye on your store to know when they’ll find the best price, and it encourages them to come back and buy again.
– The surprise element
Play with the surprise element and run a pre-Black Friday campaign so people get to know the discounts you’ll be offering.
– Build customer loyalty
Campaigns like Black Friday, when sales go up, are the perfect time to have a solid loyalty strategy and collect customer data by offering discounts and a great shopping experience, so you make sure they’ll come back to the store.
– Be creative
You can take the chance to let your imagination run wild. Keep in mind that shoppers receive a ton of information on a day like Black Friday, so you have to stand out somehow, offering something different from the rest. Many stores give away an accessory with every purchase, or for every 50 euros spent. You can run giveaways, encourage users to interact on social media with photo contests where they win a prize… Be creative, spark interest with your audience, and get ready for Black Friday!
Keep these consumer trends in mind:
- 75% of consumers in Spain between 18 and 44 plan to buy some product during this shopping campaign.
- 87% of young Spaniards between 18 and 24 are more likely to buy on this day.
- 48% of shoppers will make their purchases online this Black Friday. And 40% in physical stores.
- 75% of young people between 18 and 24 prefer experience-based gifts.
- Local products are highly valued in their offers.