One of the biggest dates in the eCommerce calendar is fast approaching, are you ready?
Black Friday is something that we think every business should consider as it not only means big spending from consumers but ensures that your brand looks relevant.
In 2021, UK consumers went mad for the spending date by flashing £9.42 billion of cash during the Black Friday weekend. We can also confirm that our own team at Kopa Marketing love a good bargain and are definitely going to be contributing to the estimated spend of £200 from each person in Wales this year.
If you have not planned your Black Friday campaigns, we are here to tell you that it is not to late to create content and make marketing changes that will ensure your business is harnessing the spending power of this significant consumer holiday. Keep reading to find out our top tips for making last minute Black Friday and Cyber Monday content changes that will give your business a guaranteed boost to start the festive season!
What is Black Friday?
Just like Apple, Amazon, and Hershey’s, Black Friday is one of the many USA exports that has taken the rest of the world by storm. The day traditionally marks the end of the Thanksgiving holiday and the start of Christmas celebrations, with stores opening late to give a sensational shopping experience to celebrate the start of the holidays!
The UK began celebrating this commercial holiday in 2010, when Amazon started delivery Black Friday offers to British customers. Since then the spending and excitement for the day has continued to increase, with many consumers using the discounted day to secure special discounts on their Christmas gifts. From TV’s to clothing, people across the world love bagging a deal and making their festive budgets go that bit further.
Why should your business take part in Black Friday?
Aside from the fact that shoppers are set to spend £8.71 billion during Black Friday 2022 in the UK, there are some other reasons that we believe every brand should at least acknowledge this prominent retail date.
· Consumers expect to see Black Friday deals so if you don’t even recognise the date, your business runs the risk of looking out of touch with consumer needs.
· People are going to be spending less on festive celebrations this year due to the cost-of-living crisis. This means that Black Friday could be your only opportunity to secure sales before the year is up.
· It is not just important for sales but also for engagement and brand awareness. If your company is making the most of organic content and campaign optimisation, you are more likely to be delivered to the attention of new consumers who will spend with your business in the future.
· You can use Black Friday to move some stock that is not selling great or from past seasons.
What are the key dates to consider for Black Friday 2022?
Black Friday takes place on November 25th and Cyber Monday on November 28th.
During this time consumers will be scouring the web and retail stores for the best deals. You can run campaigns for the few weeks around the dates also which is what more companies are doing to improve the chance of making up the margins lost from offering discounted items.
What last minute marketing actions can I action to make the most of Black Friday 2022?
Whilst preparation is key, we understand that times can run away with us which is why we wanted to give you a full list of things you can still do now to make the most of the Black Friday traffic. Whether you want to offer discounts or just piggyback on some organic traffic, the below items can be actioned before November 25th to bring extra engagement to your business.
Paid Ads Optimisation – By simply updating your graphics, wording, or keyword bidding, you can create a message that is going to resonate with Black Friday shoppers. Whilst we don’t recommend bidding on top keywords around the date, unless you have a large budget, you can still make some minor changes to have a big impact on the day.
Create Organic Social Messaging Now is the time to get some organic content scheduled that will promote your brand. You can use the various Black Friday hashtags and social media groups to encourage people to interact with your business. This also ensures you are looking relevant and have association with this important holiday.
Arrange Special offers If you can, you should put some offers in place. Even if it is just one offer, it will be enough to bring consumers to your website and hopefully secure some more sales. Anything discount works, its more about offering customers the chance to save money as they are already in the mindset to be parting with their cash.
Harness the Power of Testimonials Customer brand perception is still important, even when more frenzied spending is taking place. Sharing your brand feedback is great to do when traffic is likely to be higher as it allows consumers to understand what fellow shoppers think. This is important for influencing spending and means your business is more likely to remain on the consumers radar for the coming months.
Think about Christmas Not wanting to offer Black Friday discounts? That is not a problem as many brands will be launching their Christmas offers as soon as the weekend is over, so you have not missed your opportunity for spending all together. You should consider what special offers, messaging, and engagement tools you want to implement to your website during the festive season and ensure everything is ready to launch on December 1st at the very latest.
How can Kopa Marketing help you?
We are equipped to help companies of all sizes bring extra attention and consumer engagement to their websites during Black Friday and all other retail holidays.
Whether you need support optimising your paid ads so that you are not wasting budgets, need some support with email campaigns, or want to create compelling organic social copy, we are ready to help.
Get in touch with us today to find out more!