Black Friday, Cyber Monday (BFCM) will fall on Friday 29th November through to Monday 2nd December this year with Small Business Saturday being on Saturday 7th December. So, don't leave things until the last minute, plan ahead to ensure your business makes the most of this shopping period (a.k.a frenzy!)
Encouraging a more ethical way to shop
Originally there was a stigma attached to BFCM; images of shoppers fighting in the aisles and loading their shopping trollies full of flat screen TVs quite literally depicted the ugly side of consumerism. However, we can change the narrative and rather than boycote BFCM we can encourage our audience to support small, local, independent businesses and shop in a more ethical, considered, sustainable way.
As BFCM falls a few weeks before Christmas it is an opportunity to consciously purchase gifts. It can also be an opportunity for people to take advantage of offers and deals to buy those neccesary big-ticket items or treat/luxury items without feeling guilty.
If you are B Corp certified or partake in other green or ethical credential programmes, it is an excellent opportunity to spread the word and encourage your audience to make more considered purchases during this shopping period.
If you have a bricks and mortar store, Small Business Saturday particularly works well to encourage in-person shopping or to run offers for 'buy online pickup in store'.
Offer decent discounts and incentives
If you are going to partake in BFCM or Small Business Saturday offers, make them worthwhile for shoppers. Generally speaking, shoppers will be looking for discounts of at least 30% so look at your margins and work what offers will work well for you.
Don't forget to craft some good deals/offers rewarding your loyal, existing customers - nothing is more annoying than seeing great discounts just for new customers.
Devise an email flow
Get in early to communicate to your audience the more ethical way to shop - buy from independent small businesses.
The lead up to BFCM and Small Business Saturday is the perfect opportunity to target past visitors and cart abandoners.
Take the time now, once you have decided on what offers and incentives you will be running to craft some email flows.
Plan and schedule in your social media content
BFCM falls during a busy time of the year. Take back some control and plan out and schedule your social content in advance.
Let others know you're there
BFCM and Small Business Saturday are opportunities for you to reach new audiences.
Optimise your store's visbility and check on load speeds. Savvy shoppers will potentially be researching in the weeks leading up to BFCM so get ahead and plan your content and search strategy accordingly.
Update your website specifically for BFCM and/or Small Business Saturday
In the lead-up to BFCM and/or Small Business Saturday, take the opportunity to get the most from your website:
- Optimise fulfiment, shipping & delivery
- Look at your returns process
- Consider buy now, pay later to help with conversion rates
- Think mobile first
- Use creative visuals for your landing pages/homepage - think announcement bars, pop ups and banners.
BFCM doesn't have to be just for the large corporates. Let's take the opportunity to encourage more people to shop ethically - buy from small, independent, local businesses.
If you need any help preparing for Black Friday Cyber Monday and/or Small Business Saturday we'd love to help so get it touch.
