How online retailers can run a great Black Friday promotion

This post is part of an educational series of articles from Green Team Distribution, a Sales and discount conceptmanufacturer sales rep firm specializing in distributing eco-friendly children’s products. 

According to the National Retail Federation, more than half (51%) of this year’s holiday shoppers will shop online, and when it comes to decisions like where to shop, price and promotions are top-of-mind. The NRF also reports that 35.6% of shoppers say that the most important factor in deciding where to shop is “sales and discounts.”  Further, 3.4% say free shipping or shipping promotions as an important online shopping factor, up from 2.9% last year.  Source:

Given the importance placed this year on online shopping and deals, it’s never been more important to make a great Black Friday splash.

Here are some tips to running a successful Black Friday promotion:

Have a Goal in Mind: When creating a Black Friday campaign or promotion, have a goal or two in mind at the start. Are you trying to unload last season’s wares, or perhaps you want to launch a new product or holiday bundle, get people talking about your brand, or reward your fans for being loyal throughout the year? Use that goal to shape your Black Friday campaign.

Get Creative: Perhaps you could do flash sales, hourly social media giveaways, and/or a special holiday gift with purchase. Be festive, have fun, and get creative!

Go Viral: Remember, the best promotions are ones we feel most compelled to share with our friends and family.  Add a viral sharing component to your campaign – like “tag a Facebook friend and get free shipping.” Black Friday is the perfect time to find new buyers who just might turn into loyal customers!

Create Excitement:  In the months leading up to Black Friday and no later than one week prior to November 29th, you’ll want to let your fans know what is coming. Distribute an email blast and start counting down the days until Black Friday through social media posts. Spend a little extra money to boost your Black Friday Facebook posts so more of your fans see what’s in the pipeline and have a chance to plan their Friday shopping efforts accordingly.

Give a Sneak Peak:  Is there something you can share with only your social media fans – like a sneak peak of some of the deals to come?  This will make them feel special and of course, get them excited about the deals they’ll be seeing from you come Black Friday.

Use #BlackFriday on Twitter and Facebook:  Make sure you’re a part of the Black Friday conversations on Twitter and Facebook by using the hashtag, #BlackFriday. Anyone monitoring that tag will be able to find your deals and you just might gain a few new customers by doing so!

Extend the Fun to Cyber Monday:  Consider cherry picking your most successful promotions from Black Friday and replicating them on Cyber Monday. Or come up with another fun promotion just for Cyber Monday. Remember, people are still in the shopping mood so it’s a great time to give them a deal and, of course, a great way to stay top-of-mind during this frenetic shopping cycle.

Follow Up:  One of the things that sets small retailers apart from the big box retailers is personalized customer service. Follow through with customers by processing orders quickly and accurately, and generally making sure your customers know how grateful you are for their support and loyalty.

Are you planning a Black Friday campaign this year?  If so, leave details in the comments section of this post so we can help one another promote our Black Friday deals!

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