Personally, I’m already thinking about Black Friday – it’s ideal for those last minute Christmas presents you really weren’t up for paying full price for, and I don’t think I’m the only one thinking this!
This can be quite daunting for retailers – as you can be overwhelmed with where to start. The good news is that there are some cases where business owners have reported their highest profits of the year in Black Friday week.
Don’t panic. We’ve got the experience to guide you through everything you need to do on Facebook for Black Friday.
But first here’s a little bit of history…
It’s common knowledge that Black Friday came to us from America, Philadelphia in the 1960s, did you know it’s always the Day After Thanksgiving (probably!). This used to be unofficially or officially the start of holiday shopping season. Almost all shops announce massive Sales to attract consumers. People stand in line for hours before the stores are opened, to grab the bargains of the year. In last few years, we have witnessed a trend towards bringing those Black Friday Sales online before Friday.
Is Black Friday still a one-day event?
Since 2013, Black Friday Sales have started way before Friday – with some shops starting their Black Friday sales the day before & some even starting on Wednesday and Monday. It would not be surprising to see a Black Friday sale starting on Monday calling this the Black Friday week. As a result, revenue wise Black Friday was NOT the biggest day for sales.
Why it is called Black Friday?
The black portion of the name, “Black Friday” relates to businesses recording their losses in red ink and gains in black. The term Black Friday got traction with the Internet. Deals websites like DealsOfAmerica.com started to highlight “Black Friday sales” from 2003 and the retailers picked it up. Essentially, Black Friday is an Internet term. Prior to it, people used to refer the sales as ‘Day after Thanksgiving Sale’ or some variation of it.
So, when is Black Friday this year?
Friday, November 24th, 2017
The event, which falls on the Friday after Thanksgiving, is now celebrated by 1 of 3 people in the world, up from 1 of 4 in 2015.
Now here’s advice for businesses preparing for the showdown!
Are you ready for Black Friday and Cyber Monday? These holidays are the prime time for advertising on Facebook. So be prepared for higher cost-per-click rates and set up your ad campaigns at least 48 hours in advance. The review process is going to get busy for the guys at Facebook!
Have a clear and straightforward message, leaving no room for misunderstandings. Use call-to-actions like “buy now” and “shop now”, you’ll increase people’s readiness to click on the ad. Test adding a call-to-action to your ad headline for even better results!
Keep your ad image colours contrasted to make sure it is easily seen in the News Feed amongst all the other Black Friday Ads.
Think about combining two offers in one Ad to make the prospect of buying more compelling and exciting, i.e. could be free packaging, or free delivery – along with say 40% off.
If you were offering a discounted subscription; instead of saying 1 year – make the number look larger by saying 52 weeks! It looks like more of a bargain.
Make sure to highlight limited time sales online and in-store on Facebook. If you’ve installed a Facebook Pixel on your site, you can run ads that automatically retarget your website visitors with products they might be interested in.
Here’s our very own (Facebook ads guru) Ashley Wright’s tips for preparing on Facebook.
One great strategy that works really well is to start before everyone else, even from now you could start to do some lead generation to build up the buzz that black Friday is coming. The great thing is you can keep costs down and start to build a nice list of sign-ups rather cheaply, (landing page on site, or lead ads.)
So, if you have a targeting list for your email campaigns and a strong custom audience list for Facebook ads at a fraction of the cost of running direct ads come Black Friday. For current customers and fans you could give early access to offers – more of a reason for people to be following your Facebook page etc.
Push Inexpensive Products
A lot of retailers try to just push their expensive products, as you can imagine to someone who is on the fence or don’t know about the brand will most likely not bite to high end offers from the off.
Instead, push smaller popular products that will attract more “holiday shoppers” we will therefore have a better chance of converting new customers who don’t know and trust you yet.
Offer exclusives to different channels.
Using unique codes, depending on how complex this could be, always works well as people feel that as for example if they see you on FB and get a “special code” they are more likely to want to get involved. Also, a good/easy indication to see what is working well, and in the short window we have can allocate budget accordingly.
One Day Only Offers
These work well, notably Amazon did this last year and as you can imagine they took off! This can be done with certain categories of the products for best results.
Gift with purchase
Add the element of suspense by offering a “mystery gift” with minimum purchase. or even gift offers which are valid till like Jan 1st, 2018 – means people are likely to come back and buy again.
Thanks Ash for the insider tips!
Here are some other gold nuggets from the rest of the team here at Upbeat:
Get your Business Website in Order
It’s critically important that the components of your website are operational and provide the best customer experience possible. Take the time to fully observe your site, check the ease of shopping cart functions, testing each page for load times, and hunt down any broken links. There’s no point in attracting customers if they encounter glitches, especially the moment they wish to purchase your product.
Again, testing is in order: check how user friendly your website is on your phone and tablet, especially at check out for the mobile version. Don’t add images at this point, because they will only slow the loading time. Employ big buttons for convenient use by mobile customers and make sure contact information is clearly visible on each page. Hopefully they will be able to check out using their username and password.
Stay Active on Social Media
Hopefully you have a healthy presence on social media platforms, most often visited by your target audience. Focus on posting fresh, informative content that engages your followers and even motivates them to share all your news. Facebook analytics can tell you when you are attracting your customers the most ; which means you can schedule any new content to appear then. This is also being improved, developed all the time. For instance, ** NEWS FLASH ** your customers may prefer to / be able to purchase items though Messenger! It’s brilliant and very fluidic – can’t wait for you to try it!
Make Things Easier for your Customers
The more streamline you make the shopping experience, the more dedicated your customers / fans will be.
Don’t wait another day to get your online or physical retail store ready for Black Friday and Cyber Monday. Doing things the right way— how your customers prefer—as this could carry your business through the rest of the year and give you great financial awards.
Let us know what you think below! Are you all prepped for Black Friday?