Consumers spent $59.1 billion on Black Friday last year. With so much revenue up for grabs, marketers need to optimize to capitalize on the biggest shopping day of the year.
While it’s too late to plan a lengthy campaign leading up to Black Friday (and the following Cyber Monday), you can still boost traffic and sales with some effective short-term marketing tactics. Here are three to consider:
Social Media Outreach
Although many companies will wind down next week, you need to stay active on social media channels. Post product photos and videos to Facebook and interact with customers over Twitter and Instagram. Consumers will be looking at their social media accounts as they research products and shop online. In fact, 66 percent of 2011 Black Friday purchases were the result of a social media interaction.
“Free Shipping Friday”
Offer free shipping on purchases over a fixed spending threshold. Companies that do this see large revenue increases over the holidays. In 2012, for example, consumers spent an average of 42 percent more on transactions which included free shipping. Consider also offering free return shipping: the cost of returning goods is a major deterrent for online shoppers.
Email + Coupon
Include coupon or discount codes in your email campaigns to subscribers. People are in ‘deal-hunting’ mode during the holiday season and can be more receptive to special offers received at this time. A 2011 survey showed that 32 percent of consumers keep track of the email coupons they receive from retailers.
Although it’s just a week away, ramping up your marketing now can have a significant effect on your Black Friday and Cyber Monday revenue.