Retailer Check-List For Black Friday


The countdown is on to Black Friday. Many consumers have their wish lists together and are starting to peek at some Black Friday ads that are already out.

Did you know most retailers consider the holiday shopping season a make or break for the entire year? So, what should businesses be considering when it comes to marketing trends heading into this final stretch before Black Friday? Here are a few things they should know:

  • Businesses Paying Attention to Mobile Will Win Out
  • Shoppers Will Not Abandon Brick-And-Mortar Locations
  • Integrating All Marketing Channels Will Pay Off
  • Small Business Community Campaigns Work

Businesses Paying Attention to Mobile Will Win Out

The race is on to find Black Friday deals and there’s no time for waiting. Consumers have very little tolerance for a bad experience on a business website and that’s important to note, as 60% of shoppers will use their phones while shopping to research product information, price comparisons, reviews and available coupons.

Plus, businesses who have not optimized their website for mobile will lose out as nearly half of all Black Friday shoppers today are making purchases from their phones. Here’s a statistic business owners cannot ignore – U.S. and UK online retailers saw their traffic explode on Black Friday, with 220% more sessions than a normal day.

So, in anticipation of this biggest shopping weekend of the year, make sure the mobile experience is in top form. Optimized shopping interfaces, cleaned up mobile ads and product feeds with friendly calls-to-action for the large variety of mobile devices that will be used this holiday season—are all essential.

Shoppers Will Not Abandon Brick-And-Mortar Locations

As the customer journey moves increasingly online, it will become essential to integrate the offline, brick-and-mortar retail experience with the digital world. New technologies like mobile wallet payments, beacons and smart shelves can provide a better customer experience and have potential to drive more foot traffic to the actual store.

Offering options to order online and pick up in-store integrates online and offline shopping and allows customers to receive their purchase without the lines or the dreaded “out of stock” discovery upon arrival at the store.

Integrating All Marketing Channels Will Pay Off

Retailers who invested in a strategy that combined mobile, email and social marketing last Black Friday Cyber Monday weekend, saw an average of 30% higher sales over businesses who focused on just one or two channels. We said strategy…and that really can’t be ignored. It’s not just about the number of channels, but rather choosing the right ones that tap into the right audience. With consistent messaging across carefully chosen channels, a business becomes top-of-mind when it comes time to purchase. Research suggests it takes at least three repetitions of a marketing message before a potential customer makes the move. Offering existing customers incentives for sharing a company message with friends and family is a great way to go.

Small Business Community Campaigns Work

Leveraging local communities and in-person experiences can offer an extension for revenue after Black Friday. #SmallBusinessSaturday (the day after Black Friday) has been very effective for retailers. Last year, a record 112 million shoppers participated in this community initiative. By partnering with local governments or other local businesses, and using social, email and PR to promote the efforts on this one day—it helps to build up local business year-round.

Thanksgiving, Black Friday and Cyber Monday online sales came in at $12.8 billion last year, a 15.3% bump from the same period the year before. $3.45 billion of those dollars were spent on Cyber Monday alone – the biggest day ever in U.S. e-commerce history. Analysts predict these trends will continue this year. With consumer expectations for the new year in mind—paying attention to these trends and taking action, will pay off.