To prevent Black Friday from becoming a black day on the calendar for your business, to prevent your online advertising budget from being swallowed up by a black hole, and to prevent you from suffering from black envy of your competitors, start preparing in advance. And the checklist from eLama will help with this.
Why Businesses Shouldn’t Not Prepare for Black Friday
Black Friday in Russia in 2020 will be on November 27, but many stores offer discounts throughout the week, or even the month. According to Black Friday Global , the peak of shopping activity is expected at 12:00.
On Black Friday, Russian buyers are ready to spend 8,589 rubles in online and offline stores. The most popular categories are clothing, footwear, electronics, cosmetics and perfumes, and household appliances.
And according to Think with Google , Black Friday and Cyber Monday are important for 55% of Russian shoppers before the New Year. In 2019, Russians prepared for the start of sales in advance: the query “when is Black Friday” was 114% more popular than in 2018. And 30% of Russian users reported that they made purchases on Black Friday.
How to Prepare for Black Friday: A Checklist
In a month
- Make sure your site is ready for the influx of visitors (test your servers for load, check for 404 errors, etc.).
- Minimize the user’s path from order to payment (speed up registration, shorten the order form, set up autofill, etc.).
- Select the products that will be discounted (based on your statistics). Remember to be prepared for the rush and make sure that the products do not suddenly run out of stock.
- Determine the size of the discount. For greater effect, it is worth reducing prices by at least 20%. If you are not ready for such discounts, prepare gifts or bonuses for the next purchase.
- Launch warm-up advertising campaigns. This will help you build a database of potential buyers that will be useful to you on the big day. To be remembered by future clients, use bright creatives, branding, and a recognizable character in your campaigns, if you have one.
- Consider cross-promotion to increase your reach and bolster your sale with partner offers.
Such offers will definitely come in handy during the high season 😉
In a week or two
- Place announcements of sales twitter database on social networks, messengers and mailings; think over chains for reactivating “sleeping” clients.
- Add countdown timers to your website and ads.
- Start word of mouth marketing to inform potential customers about the sale (to motivate users to tell about you, you can offer a discount for reposting, etc.).
On the day X
- Work not only on sales, but also on engagement and reach. Offer to play a game, complete a quest, or watch a creative video.
After Black Friday
Even if everything went well, don’t relax: you updated 2024 mobile phone number material can earn money on upselling – prepare great deals for those who didn’t have time to take advantage of the Black Friday discount.
And the New Year is coming soon, and twd directory customers are already starting to buy gifts for their loved ones. Form a base of active customers and launch warm-up advertising campaigns. Also remember about Cyber Monday (January 25 in 2021), Valentine’s Day and gender holidays .