BLACK FRIDAY PREP

Hey there,

We’re halfway through Q3 already…

Which means BFCM2024 is just around the corner.

Two things are going to happen this Black Friday

1. Stores who have had a tough year are going to look to make a bit of a comeback

2. Stores who have had a big year are going to want to PUMP

“Thanks captain obvious”

Well here’s everything you need to prep before the big weekend arrives

1. When are you going to kick off?

I think at a minimum, you should be kicking off 2 weeks early. That is the new standard for stores now. This year, stores will start as early as Nov 1.

I’ve even had a client come to me and ask to do a pre-sale black Friday in mid October… That is pretty much 6 weeks early.

It’s going to be a wild ride, but try not to read into it too much.

Remember, you’re playing your own game.

But, pick a start date.

2. Offers

What offers are you going to run?

These need to be exciting.

A standard “25% off storewide” won’t work, you’ll get out done by a ton of other competitors (for most stores).

However as an exception, if you’re a store who doesn’t ever do sales, any sort of offer will probably work.

To get creative, consider:

• Tiered gifts, like spend $X get Y, this will help increase AOV.

• Create some new bundles

• Release a new exclusive Black Friday range

• Don’t be afraid to switch up your offers if you’re running for 2 weeks +

3. Build Excitement

Black Friday is all optics.

The more exciting you make it seem, the more your consumers will buy in.

Build excitement over email/SMS into the lead up.

4. Don’t lie to your customers

Whatever you do, don’t lie.

Many people through Black Friday will do things like mark up their prices and then “run a crazy big discount”.

But because they’ve marked up their prices, it’s all a fugazi.

A lot of people will see through this.

5. Plan Your Email/SMS Strategy

This includes:

1. Content

2. Pre-hype period

3. Flow changes required

4. Deliverability

5. Segmenting

Plan your content leading into the period & over the period, as we want to mitigate the repetitive effects of Black Friday.

We need to be fresh and exciting throughout the whole period so it’s not just flogging the same shit over and over again.

Change your flows so they’re relevant for the period.

And make sure you have elite deliverability and a good segmenting strategy. We need people opening our emails.

6. Website theme/landing pages

Your website on Black Friday needs to be clear as day.

Simple to navigate, and your offers on display.

Have dedicated Black Friday collection pages running so people can go and see all the relevant offers easily.

Even switch up your theme/colours for the period so it’s super obvious.

Hope this helps!

If you want help navigating your email/sms strategy over Black Friday, book a call.

Cheers,

Angus Cowan

MKTG Emails