Black Friday Cyber Monday sales have become an American eCommerce tradition, beginning 2005. Last year, eCommerce stores processed over $6 billion in sales just during this 4 day sale event.
Australia played its part too. Here, Black Friday isn’t officially a ‘thing’, but Aussie retailers are catching on fast and it now represents the start of the busy Christmas sales period.
Typically, eCommerce sales can increase by over 30% just on Black Friday alone. And with the right strategy, this event can lead into a bumper Christmas promotional period!
My vote is definitely to run a Black Friday promotion, and use it to kick start your Christmas sales.
Read on for 5 steps to running a successful Black Friday campaign (plus grab my free Facebook Ads guide!)
Step #1: Decide on your offers
Historically speaking, Black Friday sales have been all about big discounts and deals.
I like to see a minimum 10% off here, but don’t feel like you have to go totally crazy with deep discounts.
More importantly, think about these two things:
- It’s a gift time of year, and
- You want to encourage bigger average order values.
Therefore, where possible, push discounted bundles rather than individual items (bundles make great gift packs!).
You do still want to have smaller offers on the table, though, as not everyone will spend the bigger bucks.
Stagger your offers
Don’t just have a single offer, you want to have a few different offers. Perhaps a large, medium and small discounted bundle (with a sliding scale of discount, so the more you spend the bigger the discount).
Also have one or two single items that are discounted.
And as you get closer to Christmas and everyone panics because they haven’t done their Christmas shopping, you can offer free express postage.
Introduce a new product
One very cool strategy for increasing sales uptake with your campaign, is to include a brand new product in one of your bundles.
That way, the only way people can get their hands on this item is to buy the bundle!
Alternatively, create a limited edition item that’s only available during the Christmas period.
Step #2: Get clear on the promotion period
In 2017, Black Friday falls on Friday 24th November, so generally that would be the start date of your promotion.
The last day of your promotion period would be the last date you can ship your orders and reasonably expect them to arrive at their destination before Christmas. So you’ll need to check with your freight supplier about what that cut-off date is.
Step #3: Theme the creative
All of my most successful campaigns have had a very clear look and feel. All the communications in the campaign have the same imagery and graphic treatment, so that it’s very clear and obvious that they are part of the campaign.
Because your Black Friday campaign is the start of your Christmas selling period, you want to create some sort of festive theme for your promotion.
Then you’d include this imagery in your emails, website, Facebook ads and any other marketing or advertising you do.
Here’s an example of the imagery from one of my most successful campaigns:
Step #4: Get your website ready!
When it comes to big sale promotions like Black Friday Cyber Monday, you want to have a dedicated place on your website just for those sale items.
That page should have the same festive themed look about it as per step #3.
You also want to use a few tactics to aid conversions:
- Frame the offer around gifting (that means, use language such as “Buy the perfect gift”)
- Show the financial savings on the price (so, cross out the full price and display the sale price in red)
- Make sure the add to cart button is really obvious, using a bright contrasting colour
- Clearly communicate the deadline when the offer expires
- Use a countdown timer to really drive home the scarcity. (This is a great one for WooCommerce.)
Step #5: Email your list
I would hope this goes without saying, but you should be emailing your Black Friday Cyber Monday sales to your subscribers.
Many people ask me how often they should email their list in the lead up to Christmas, and the answer is: way more often than you normally would!
Over the Black Friday Cyber Monday 4 days, I would email daily.
After that, I would probably still email daily, although if that feels really uncomfortable, you can spread it out to every two or three days.
You have to remember, people are very used to receiving loads more marketing emails in the lead up to Christmas. So to stand out in that cluttered inbox, you can’t just send a single email!
Don’t forget to emphasise scarcity!
Scarcity is the number one most effective sales conversion strategy you can employ.
If you’re changing the specials you have on offer throughout the Black Friday to Christmas sales period, then you can emphasise the scarcity on each offer.
Also, as Christmas gets closer, you also want to remind people about the last possible date they can order and still receive their order by Christmas.
Step #5: Run Facebook Ads
Despite the fact that there’ll be a lot more competition for Facebook Ads during the Black Friday to Christmas period, you still need to be on there advertising!
You need to show your ads to your existing audiences:
- A custom audience of your email list
- Fans of your Facebook page
- A custom audience of people who have ENGAGED with your Facebook page
You also want to show your ads to cold audiences too, and use this promotion as a means of attracting new customers to your website. I love using Lookalike custom audiences for this purpose.
Promote each offer and emphasise scarcity
Just like in your emails, you want to use your Facebook ads to promote each different offer AND emphasise scarcity!
That means, you won’t be just running one single ad, you’ll be changing out your ads as the campaign progresses.
Grab my free guide on how to set up profitable Facebook ads