When nights are getting shorter and summer is a thing of the past, it can mean only one thing; the Christmas shopping period is nearly upon us. To kick-start the festive season in style, businesses all over the UK (and the rest of the world) will be take part in one of the most important events in the retail calendar – Black Friday.
So what is Black Friday anyway?
Black Friday is a key shopping day that originated in the US back in the 1980s, being the first Friday after Thanksgiving. Retailers across the country competed to offer the best deals around, in the hopes they’ll kickstart the festive period in a good financial position.
With the advent of online transactions growing more and more, it soon became a staple date overseas. This year (2019) it will take place on November 29th – so make sure to pencil this date onto your calendar!
Now that we know the origins, let’s talk about the marketing side of Black Friday; starting with your strategy.
You’re going to want to start by making a plan, file down your key message and your reasons why. During this process your also going to want to finalise your chosen products/services. You could do this by either discounting old or overlooked stock/services or you can create a one off discount code or promote your best-seller products to the of best of your ability.
Once you’ve decided on a strategy, it’s time to start your preparations.
Now you’ve decided on your chosen products or services that you’d like to promote, it’s time to start narrowing down on the key message. You want to create a set of key messages that you’ll communicate across your website and your marketing channels. Essentially, you’ll want to plan what you’re going to call your ‘event’, and the wording that you’ll use within your promotional material to ensure that it’s consistent.
For example if you’re going to call your promotion ‘The Black Friday Weekend Sale Event’, you want to stick with this name throughout.