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Sell More: Black Friday Marketing Tips for Retailers

Sell More: Black Friday Marketing Tips for Retailers

The five day Thanksgiving weekend (American Thanksgiving through to Cyber Monday) is one of the biggest shopping events of the year.

According to the NRF, the average shopper spent $313.29 during the five day period in 2018

For retailers, this presents the perfect opportunity to attract more shoppers with Black Friday marketing and as a result, increase store visits and sales.   

But in order to take full advantage of the holiday weekend, retailers need to be prepared to meet shopper demand and expectations.

Black Friday Shopper Insights and Trends

While shoppers are expected to shop all weekend long, Black Friday has remained the busiest day for in-store shopping with more than 67 million shoppers participating last year and 114.6 million expected to participate this year.

NRF Thanksgiving Weekend Data

Top purchases over the 2018 holiday weekend included: apparel (57%), toys (34%), books and video games (29%), electronics (26%), and gift cards (20%)

It’s important to note that the multichannel shopper outspent the single-channel shopper by $93 on average in 2018

NRF Type of Black Friday Shopper

This year, the majority of shoppers are planning to start their shopping in-store (47%) compared with those who are planning to start online (41%)

The following are the top reasons that people plan to shop this holiday weekend

  • 65% of shoppers state that it is because the deals are too good to pass up 

  • 28% say that it is due to tradition

  • 22% state that they like to begin their holiday shopping during the weekend

  • 21% of shoppers say that it gives them something to do

  • 17% state that it’s a group activity with their friends/family 

Keep reading to find out how you can take advantage of these trends and increase your retail sales this upcoming holiday weekend! 

6 Retail Store Marketing Tips

1) Assess your Online Presence 

Review your online presence

Recent consumer research shows that nowadays, shoppers are conducting Google searches prior to visiting retail stores. In other words, online information is what drives shoppers to purchase in-store. So even if you do not have an online store, it’s important to assess and revamp your online presence prior to the Thanksgiving weekend.

If your business cannot easily be found online, there’s a large chance that you are losing out on potential shoppers. So here is a quick checklist that will help you assess how your retail store appears online: 

  • Check to see if you business information and holiday hours are updated on Google My Business. You can use tools like Yext to run a scan of how your business appears on listings/online directories across the web (Google, Yahoo, Bing etc). 

  • Ensure that your website is mobile-friendly – mobile friendliness is a major ranking factor used by Google when deciding how to rank your website. You can use Google’s Mobile-Friendly test to check the mobile-responsiveness of your website.  

  • Check review platforms like Google My Business and Yelp and make sure you are consistently replying to customer reviews. You’ll want to ensure that your customers are regularly leaving reviews as 90% of customers read online reviews before visiting a business. Click here to find out how you can gather more positive reviews for your retail business. 

2) Engage Shoppers After the Weekend is Over 

Black Friday Sale

Over 56% of 2018 Black Friday shoppers still had holiday shopping to complete after the weekend was over. And the majority of shoppers (92%) believed that the strong deals offered over the weekend would continue or improve throughout the rest of the holiday season. 

So, in order to capture this chunk of customers, it’s a good idea to run  sales and promotions post Black Friday weekend. Not only will you be able to draw in more shoppers and sales, this strategy will also help  you get rid of any slow moving or remaining stock. 

To reach as many shoppers as possible, take advantage of email marketing and other digital marketing tools to promote your post Black Friday and Cyber Monday deals! 

3) Partner Up with a Local Business 

partner up with a local business

As a small retailer, it’s hard to compete with big-box stores on Black Friday – slashing your prices in an attempt to increase traffic and sales just isn’t good for your margins. But with 65% of shoppers crediting good deals as their main motivation for Black Friday shopping, you still need to find ways to stand out. 

By partnering with local businesses, you can provide unique deals that shoppers will have a hard time passing up. And this way, you don’t have to risk low profit margins. In fact, you can still sell products at regular price or even at a premium.

The best collaboration strategies include: 

  • Selling products in bundles: Packaging products that complement each other in one product bundle is a great way to increase your store’s average order value. For example, pairing three lipstick shades with a skincare product or, bundling sweaters with a free bag. In order for this strategy to work, it’s obviously a good idea to partner with a store that sells complementary products. 

  • Offer partner promotions/discounts: Another effective strategy includes cross-promoting. For example, shoppers will receive 10% off of total sale or free shipping at your partner’s business when they purchase $50 or more at your store. You can print promotional material on your receipts and customers can use this as a voucher. 

  • Host Events: You can also team up with local businesses to host special events. For example, you could partner up with a restaurant to host a late-night open house or extended seasonal hours. Remember a good chunk of shoppers view Black Friday as something fun – 17% of shoppers see it as a group activity with their friends/family and 21% of shoppers say that it gives them something to do

4) Offer Exclusive Benefits to VIP Shoppers

exclusive offers

Black Friday is a great opportunity to strengthen your brand’s engagement with your loyal shoppers. After all, they are your target customers and the ones that are the most interested in your products.

By introducing the idea of exclusivity in your email marketing campaigns, you trigger psychological rewards like a sense of belonging and importance. This is why exclusivity makes your promotional offers appear more attractive to shoppers and encourages them to visit your store. 

Remember – shoppers are bombarded with emails during this time of the year. So make your emails stand out with:

  • a clear incentive in the subject line (for example: Exclusive VIP Sale) 

  • a personalised subject line (personalized subject lines are 26% more likely to be opened). Alternatively, you could include the shoppers first name in the email opening line. 

  • a short, simple, and to the point message. 

 5) Promote Scarcity 

promote scarcity

As mentioned above, the majority of shoppers (92%) believe that strong deals will be offered all throughout the holiday season. And with so many competitors offering deals during the weekend, shoppers are left with a lot of decisions to make. That’s why it’s necessary to create a sense a urgency with your Black Friday marketing campaigns.

Urgency and scarcity are widely used marketing tools in retail. And for good reason – creating a sense of urgency in shoppers increases demand and ultimately leads to more purchases. 

The following are some strategies that you can employ to incentivize shoppers to act fast: 

  • Set Deadlines: Create an incentive for shoppers to take action by running your promotions for a limited time. One effective way to create time pressure is to include a countdown timer on your website or in your email campaign. Show your shoppers how many days, hours, and minutes are remaining for them to get a deal on their favorite items. 

  • Use FOMO (or fear of missing out): Scarcity drives shoppers to take action. In order to promote scarcity, it’s a good idea to highlight that certain items are limited or low in stock on your e-commerce site. If you do not have an online store, it’s a good idea to run Google Local Inventory Ads and specify that certain items have “limited availability”. You can do so by adjusting the input for the availability attribute for all relevant products. 

6) Run Google Local Inventory Ads

Google Local Inventory Ads

Multichannel and omnichannel shopping are quickly becoming the new reality of retail:

It turns out that these shoppers are more valuable too. According to the NRF, shoppers who used more than one way to look for deals spent up to $93 more than the single channel shopper. And according to a study done by IDC, multi-channel shoppers have a 30% higher lifetime value than those shoppers that only purchase from one channel

This Black Friday weekend, you can get in front of these multi-channel shoppers with Google Local Inventory Ads. These ads work by targeting nearby shoppers who are searching online for products that your store sells. Google LIAs are effective because they capture shopper intent at the moment that they are looking to purchase. 

Click here to learn how your store can easily implement Google LIAs together with your POS system to increase store sales and foot traffic. 


Good luck and have a Happy Thanksgiving weekend! 

Subscribe to our blog for more holiday marketing tips. 

#blackfriday #marketingtips #retailmarketing #holidaymarketing #increasestoresales 

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Sell More: 3 Thanksgiving Marketing Ideas for Retailers

Sell More: 3 Thanksgiving Marketing Ideas for Retailers

Fall is fast approaching, and for Canadian retailers this means gearing up for the Thanksgiving long weekend. 

Although Canadian Thanksgiving isn’t as closely associated with shopping (compared to the U.S. holiday), retailers can still create a unique experience for shoppers. 

Keep reading to find out how you can gobble up your fair share of sales this Thanksgiving weekend. 

3 Thanksgiving Marketing Strategies to Help you Sell More

1) Have an Attitude of Gratitude 

Retail sale

Thanksgiving is the ideal occasion to express your gratitude to shoppers. At the same time, it’s an opportunity to excite them with upcoming Thanksgiving promotions and discounts. 

So thank loyal customers for their business by offering them something in return – in the form of special deals, coupons, or gifts! The following is a list of possible promotions you can run during the weekend: 

A Free Gift with Every Purchase: This promotion type encourages shoppers to make a purchase by offering more value for the same price. In order to create a sense of urgency among customers, retailers should stress that the promotion is limited and exclusive. Meaning that the gift is only offered for a certain period of time and until stock runs out. For example, think about using the words “while supplies last” or “offer valid from October 6-14” on your promotional materials. 

Percentage Discount: This is the most straight-forward and popular promotion type. Seasonal discounts help attract new customers and get rid of slow moving or seasonal stock. 

Buy One, Get One Free: Studies show that offering shoppers something for free is oftentimes more effective than a discount. You can pair high-margin items with slow moving stock. Or, you can increase the amount of items required in the promotion. For example, “Buy 3, Get 1 Free”.  The Body Shop is a retailer that frequently and effectively employs this promotion strategy. 

Once you’ve gotten your promotion strategy in place, make use of digital marketing tools to spread the word about your’s store Thanksgiving promotions. An email marketing campaign and social media are both effective tools that will help generate a buzz and increase foot traffic for your store. 

2) Thanksgiving Email Marketing

thanksgiving email marketing

Email marketing is a cost-effective way to reach shoppers and drive store sales. According to Hubspot, email generates $38 for every $1 spent

Listed below are best practices to follow for creating an email marketing campaign that converts subscribers to shoppers: 

  • Include an incentive in the subject line. Many business owners overlook the importance of email subject lines. If your email headline does not grab the attention of shoppers (even if it is drafted to perfection), it is unlikely that anyone will open it. By including an incentive in the subject line, you can improve your email open rate. An example of a compelling, incentive-driven subject line is,”35% Off Thanksgiving promotion starts tomorrow”. 

  • Get the timing right. Thanksgiving is a busy time for most shoppers. On top of that, most people are expecting a bombardment of holiday emails (Halloween, Black Friday, American Thanksgiving, Cyber-Monday etc.). That’s why retailers can expect lower than average open and click through rates in November. So it’s important to start your email marketing campaign at least a week prior to the Thanksgiving weekend. Earlier in the week is also proven to be better for email campaigns – with Monday having the highest open rate

  • Personalize the email. You can do so by including the shopper’s first name in the email or subject line. Personalized subject lines are 26% more likely to be opened

3) Give Back to Your Community

thanksgiving marketing through charity

There are many ways to give back to the community this Thanksgiving season. 

One way is to partner up with a local food bank by holding a canned food drive at your physical storefront. Not only does this showcase your store’s community support, it also helps drive foot traffic to your store. Create incentives for shoppers to donate by giving a % discount to every shopper who drops by your retail business with canned food. 

You don’t necessarily have to partner up with a food bank either. Think about teaming up with a local organization that is related to your business. For example: 

  • A pet food store could partner with an animal shelter. 

  • A women’s clothing store could team up with a domestic violence shelter in the area. 

  • Health food stores could work with local homeless shelters.  

Supporting a cause that both you and your shoppers believe in will help you build brand awareness and create new marketing opportunities for your retail business. 

Get Ready For Halloween and Black Friday

Remember, Thanksgiving sets the stage for Halloween and Black Friday – two of the biggest shopping days of the year. So it’s a great opportunity to generate a buzz and get shoppers excited for upcoming promotions and deals! 


Did you find this article helpful?

We will be posting more holiday marketing tips in the upcoming weeks. 

Subscribe to our blog to stay updated!  

#thanksgiving #marketing #ideas #holidaymarketing #retail #sellmore

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Retail Marketing: Free Thanksgiving Stock Images

Retail Marketing: Free Thanksgiving Stock Images

Fall is fast approaching. Which means that our retailers are beginning to gear up for their Holiday marketing campaigns.
 
And the first stop is Thanksgiving!
 
So to help you stand out, we’ve put together a collection of beautiful, high quality images.
 
All photos are free for commercial use, no attribution required.
 
Click here to download the images for free.
 
Happy Thanksgiving!

#thanksgiving #canada #retail #freephotos #stockphotos #fallphotos #thanksgivingphotos #retailmarketing #retailpos #cloudpos

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benefits of seo black friday budget marketing canada cloud adoption cloud point-of-sale cloud pos cloud retail software cloud technology customer loyalty custom names digital marketing footfall foot traffic free images free marketing geo-targeting google google local inventory ads Google My Business google my business features google shopping halloween holiday marketing in-store Industry Trends local seo main street retail marketing tips online search physical retail point of sale pos POS Tips retail retail marketing retail stores retail technology search engine optimization sell more seo small business stock photos technology thanksgiving