How to prepare for Black Friday

June 20, 2022 by Stonewave team

Black Friday…. The habit that became … a battlefield!!!

We all remember the endless lines that formed outside Public Stores and Nike at 09:00 am on Black Friday morning in 2017. Numerous cars double parked in the middle of the street with drivers waiting to buy a single TV.

This is how the concept of Black Friday became a part of all types of services and products in Greece and from one single day ended up lasting an entire month. A lot of people say that the holiday shopping period has been transferred one month before due to the amazing offers of Black Friday month.

If you own an eshop, you should make Black Friday part of your annual sales periods since consumers are really looking forward to that time of the year.

As a company that deals with the technical support of eshops, we will mention some tips so you can survive this “black” period:

  1. Build the anticipation. Be impatient! Communicating future offers and prices must begin long before Black Friday season. You need to build anticipation via advertising campaigns and newsletters where you will mention all the products that are going to receive a discount so you can keep your customers engaged.
  2. Presale for existing customers. Contrary to users who visit your eshop for the first time. Users who have already bought products from you are more likely to return. Take advantage of this additional metric and promote your sales earlier to recurring customers  with separate campaigns.
  3. Make your offer exclusive. The simplest way to achieve this is to create a “closed” list of subscribers who will receive all the respective offers first, thus making them the first ones to buy from your eshop when the time comes. They love it!!!
  4. Group your offers. Instead of simply thinking how you will achieve the best possible price for a product compared to your competition, a good strategy would be to group your offers. This way, you will be able to increase your average cart volume and your customers will enjoy more products at advantageous prices.
  5. Reward your customers. During Black Friday season, many eshops focus only on completing a sale without trying to establish a long-lasting relationship with their customers. Take advantage of this special time of the year and build a clientele that will continue purchasing products from you all year long via a well-structured loyalty/reward system.
  6. Create a sense of urgency. Either through a countdown until the last day of sales or through messages regarding product availability (e.g. “Only a few pieces left”) you can create a sense of urgency to your customers to complete their purchase or miss out on the existing offer.

Prepare yourselves and be patient because there are going to be a lot of customers asking you where their order is even though they haven’t purchased anything from your store. Happy Black Friday!

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