Black Friday and e-commerce: tips and strategies to increase sales
November 1, 2021
The countdown has begun, but there is still time to optimize your Black Friday 2021 ecommerce sales strategy.
You can't go to Black Friday and offer 15% off, 20% off and expect to do well. It all comes down to your offer: it's the one time of the year when you can reduce your prices without feeling like you're losing brand integrity. Make sure your offer is attractive, no matter what.
The challenge for retailers is that as sales start earlier and earlier, there is more pressure on them to offer the discounts they have trained their customers to expect.
Create a master plan for Black November
Many retailers start promoting their sales about a month before Black Friday. Therefore, you will need to adjust the pace of your promotions throughout what is now known as "Black November."
Adjust your Black Friday e-commerce marketing tactics
Black Friday and holiday-themed advertising were down from last year between October 1 and November 22. Retailers spent less on broadcast, digital and mobile ad campaigns related to Black Friday and general holiday shopping events.
However this year there was an 8% increase in advertising, this shift is occurring in part because consumers are now shopping for holiday gifts year-round. This new reality may cause retailers to reconsider their level of investment in holiday-themed advertising, specifically in October and early November.
Build anticipation through social media.
Ahead of Black Friday and Cyber Monday, you can establish an emotional connection with customers by using inspirational imagery and highlighting positive testimonials on social platforms.
Segment your emails before and during Black Friday
Email remains a staple of Black Friday and Cyber Monday sales. The more segmented and targeted your emails are, the more revenue per recipient you will generate.
Increase the speed of your site
Every second a page loads, the worse a site's bounce rate becomes, as reported by Google's mobile page speed study . Therefore, slower e-commerce sites will lose Black Friday customers to a faster competitor's site.
Rescuing abandoned carts
Shopping cart abandonment remains high in online retail, a staggering 75% worldwide.
If a customer sees a product on a website, but doesn't buy right away, it would be ideal to automatically offer a discount.
Now that you know this, ask yourself: Is your e-commerce site ready for the biggest retail event of the year?