Black Friday and Cyber Monday have impacted the way UK shoppers behave over the last few years, and with 2022’s events only a few weeks away, it’s the perfect time to take advantage of these new behaviours. Many businesses will have their plans in place already, but there’s still time to get something together for yours.
Read on to find out more about Black Friday shopping habits and discover what you can do to get involved in the event…
Customer behaviour expectations in 2022
With 2020 and 2021 impacted by lockdowns and the COVID-19 pandemic, 2022 is the first semi-normal year we’ve had in a while. The last couple of Black Friday and Cyber Monday events were dominated by online sales for a good reason, but this year presents an opportunity to welcome people back in-store.
While the cost-of-living crisis is underway, many will be looking for bargains and reduced prices items anywhere and everywhere. Many users will still shop online as tradition dictates, but research suggests a good portion of all age groups are still expecting to shop in-store – particularly Gen Z and Boomers. So, it’s best to prepare for any eventuality – including click-and-collect shoppers.
Quick Black Friday Marketing Ideas
There are many things you can do to prepare for your Black Friday and Cyber Monday shoppers. The obvious things are organising your signage, prepping your staff and selecting what products to push the most, but there’s plenty more you can do to make your event a success.
1. Make your online sales easy.
For ease, it might be worth offering a specific percentage off sales across your entire site or one section of your products – this will make it easier to transition your website into Black Friday mode, as there will be less to change.
For example, all you’ll need to do is upload all the banners that include the Black Friday Voucher code and details, make sure the code is all set up in the checkout system, and voila!
Other things you can do to make your website prepare for the influx of customers include:
- Emphasising any terms and conditions.
- Double checking your cancellation, refund and return policies are updated and easy to find.
- Checking your calls to action are short, snappy and effective.
- Giving your page load, site speed, and checkout flows a check to make sure they are all snag-free.
- Ensure your tracking and analytics are ready to catch data to inform your future activity.
2. Prepare your email marketing lists
Since most shoppers will be making their purchases online, it makes sense to contact them with information on your sale. So, in the lead up to the big day, do a push on email subscription sign-up via website pop-ups, in-store, social media and more so that you have a nice new, engaged list of subscribers to contact on the big day.
Also, consider your send schedule. No one likes to be bombarded with repeated emails from the same company – it’s a recipe for the spam list. Instead, cool down your comms until a few days before Black Friday, and even then, just make them warning emails – not salesy. Save your main sales push for the big day and make these brand emails that focus on the positives of shopping with you. For example, share information on your extended return policies, sustainable packaging, next-day delivery, etc – any USP that will help you stand out from the crowd.
3. Organise any social media materials
This could be updated profile pictures and banners or just preparing a posting schedule to inform your connections about the offers. Being prepared for the week before and the big day is all you need, so do what you can in advance.
Just remember to tease your Black Friday offerings in the lead-up to the day before you launch to prime your audiences so they’re ready to buy.
Make sure you have someone staffing your social media sites throughout Black Friday as well – more and more customers are using it for customer service queries these days.
4. Add instore signs and signals
With plenty of customers still planning to hit the shops, making your Black Friday deals clear in-store is essential. Consider adding dedicated Black Friday Deals points of sales and posters, even something small like branded stickers can help customers identify the right products.
Furthermore, their in-store shopping does offer upselling opportunities where you can maximise on their impulse and Christmas shopping mindset to make more sales. Consider creating gift sets or providing a gift-wrapping service, adding stocking fillers nearby Black Friday items and the checkout can help too.
5. Analyse for future success
All your business decisions should be led by data – it’s the best way to ensure you’re making decisions based on your audience and their behaviours and desires. Black Friday offers a unique look at customer journeys through one of your sales and could help you make informed decisions for your next big one.
So, make sure you take some time and assess things like:
- Could you have been more prepared and advertised sooner?
- Were there any points tracked in the online user journey where users abandoned baskets?
- Which channel or method provided the best ROI?
- Were your customer more returning customers or new ones?
- Which email marketing advertisement drove the highest sign-ups?
- Did your stocking fillers and point-of-purchase items have a large impact?
- Was it online or in-store where you had the best ROI?
Learning and listening are the cornerstones of business development and growth, so find out what you can and turn them into actionable insights.
Things to remember
It can be easy for small businesses to get lost in the crowd, but if you know your products and understand your audience, you can maintain your niche without spending nearly as much as larger businesses.
- USPs: share what makes you different with your customers.
- Retention: Returning customers are far more cost-effective and easier to convert than new customers.
- Knowledge: Your customers have morals, habits and desires, and knowing them will help you communicate more efficiently.
- Consistency: Both in your messaging and product quality, you want to be dependable and trustworthy.
At the end of the day, Black Friday and Cyber Monday have changed how people shop, but it’s still just a sale, so be prepared with online and offline activity, let your customers know what’s coming and be ready for the influx.
This article was written by Affinity Agency.
