The Black Friday is a marketing strategy that businesses use to increase not only their revenue and number of sales but also increase their website traffic. People tend to visit the websites at least one week before the last Friday of November.
The Black Friday is a major shopping event that drives most conversions. That’s why brands prefer to start preparing very early for the right strategy, to ensure that they boost their sales, Store traffic, and Website traffic.
The Black Friday Marketing Insights
- When preparing for the Black Friday strategy, keep in mind that in 2018, the Black Friday was responsible for $6.22 Billion in online purchasing in the US. This is an insight that shows how important online shopping became. According to econsultancy, the website traffic goes up by 220% during Black Friday, and it’s mostly from Smartphones. Which means that sellers who plan to have Black Friday offers, need to have an excellent website, and pay attention to mobile users, by creating a mobile-friendly experience for your shoppers to improve sales.
- According to a survey conducted by ThinkWithGoogle, where they asked 600 shoppers in the UAE about their purchase behavior during Black Friday.
- 67% of people research online before purchasing during Black Friday. We should understand that Social Media Ads and Google Ads are very important before Black Friday, and Retargeting is more important. You need to retarget all people who visited your website.
- Since we are talking about Black Friday either online or in-store, it means we are talking about a huge amount of data. Black Friday is a great occasion to gather data about users and learn more about them.
The Black Friday Marketing Tips
- Email marketing campaign deals: Contact your former customers and offer them a special discount and exclusive deal that gives them additional savings when they buy.
- Adding a countdown timer helps the very indecisive customers because it creates a scarcity and FOMO feeling.
- Free or Inexpensive Shipping: The majority of Black Friday shoppers spend their money on websites or retailers who offer free shipping. Cheap or free shipping is a great incentive they look for when shopping online.
Black Friday has a good impact on the business and brings revenue and benefit to brands. However, not all brands like to participate in it. Because it’s a strategy that doesn’t give customers a reason to come back. Winning customers based on lower prices builds a transactional relationship. The customer buys from you just for the deal you offer, and if your competitor has better prices he will buy from him. Some brands seek Relationship marketing.
The transactional marketing approach seeks to make the largest number of sales possible. But the relationship marketing approach helps to build a connection with clients, achieving customer satisfaction, and customer retention.
Luxury brands don’t participate in Black Friday to not cheapening themselves. Because they target a niche market that expects high quality and mostly exclusivity.
This year (2019) more than 300 clothing brands are participating in a movement called “Make Friday Green Again” because discount deals encourage consumers to buy goods they don’t need, and it participates in worsening climate change. Other brands don’t participate in Black Friday and prefer to donate and support a cause.
The Black Friday in the Arab World
In the Arab world, Black Friday is a new concept, it was first introduced in 2014 in the Arab countries, Egypt included.
There was also a change in the name. Arab countries refer to this shopping event as White Friday, due to the sanctity and Holiness of Friday.
Some brands even change the color to adequate it to the Brand Identity, like Noon, who calls it Yellow Friday.
The sad thing is that the Black Friday strategy is not well made, and the concept is not used in the right way.
The Black Friday in the whole world is a day with huge sales, to make people buy gifts for Christmas. But in Egypt and other Arab countries, it’s more an inventory liquidation of products that are not sold during the whole year. For them, it’s more clearance than preparing for Christmas.
Some brands are increasing the original prices, to make the sales look more attractive to people. And others are making sales on just some articles or products that are not interesting for people. For example, websites that sell shoes only make offers on big sizes in women’s shoes and small sizes in men’s shoes. People feel like they are fake sales.
If you didn’t read the first part, check Black Friday Story – Part I