• Eli Collins

From Black Friday to Cyber Monday: How to Take Advantage of Holiday Sales in Your Business

The holidays are upon us, and that means decadent food, time spent with friends and family, and taking a break from the rush of work and life. It also means shopping – lots of shopping. In 2016, between Black Friday and New Year’s’ Day, American consumers spent well over $1 trillion on gifts, decorations, food, and other holiday essentials.

Black Friday is the king of the holiday shopping season, bringing in about 75% of the sales in 2016. But Small Business Saturday and Cyber Monday are also significant events that can make a massive impact in your annual sales. If you want to take advantage of all this spending, it’s essential to plan ahead and be ready for the three biggest sales of the season. Whether you’re planning a Black Friday sale or a Cyber Monday Twitter hashtag, here’s how to make the largest impact on your business.

Black Friday: When it comes to holiday sales, there is no greater opportunity than Black Friday. Follow these tips to take advantage of this phenomenal shopping event with the following branding ideas.

  1. Offer more than a sale: Everyone and their mother is offering a killer sale on Black Friday. Make your sale stand out with something different. You can offer a gift with a purchase, provide a 50% off coupon for their next trip to the store, or provide a “surprise” discount that they’ll get at the register.

  2. Give a Cyber Monday incentive: You know what’s better than a great deal? Two great deals. A great way to bring customers into your store is to offer an exclusive Cyber Monday deal for customers who shop on Black Friday. (Note: This should be an extra sale on top of your regular Cyber Monday sale.)

  3. Host an event: Don’t just have a sale, make it an event. If you sell food products, offer samples. If not, show off your product with demonstrations, decorate your store for the holidays, play inviting music, and engage with the customers. You can always hire brand ambassadors to do the heavy lifting on demonstrations and samples while your employees focus on making sales.

Small Business Saturday Tips: The purpose of small business Saturday is to give consumers a chance to feel like they’re making an impact with their dollar. They want to know they’re keeping their money local, so it’s important to make your Small Business Saturday sale personal and accessible.

  1. Throw a holiday party: Since Small Business Saturday is all about building relationships with your customers, throw a party at your storefront with champagne and hors-d’oeuvres. People will be welcome to shop at the store, but the real attraction will be getting to know you, your employees, and your brand.

  2. Go door to door: Hire brand ambassadors to go door to door in your neighborhood offering free samples of your product. Your neighbors will love the freebies, and you’ll get to showcase your brand with those who are closest to your small business.

  3. Stay open late: If you usually close at 6 p.m., keep your doors open until 9 tonight (and tonight alone). You’ll give your customers a chance to shop even if they work later, and you’ll have an edge on your competitors who closed at their usual time. Just make sure you advertise the later time at least a week in advance.

Cyber Monday Tips: Cyber Monday is the day all holiday sales go online. If you have a digital product, you need to participate in Cyber Monday. But tech products aren’t the only ones that can take advantage of this sale.

  1. Create an email campaign: Too often, digital marketing relies exclusively on advertising and social media. But if you have an email list, use it. In the weeks leading up to Cyber Monday, send a few emails inviting people to your Cyber Monday “storefront.” If you want it to be even more enticing, provide a countdown clock in the emails to when you’ll reveal the discount.

  2. Launch a new product: Cyber Monday isn’t traditionally a launch day, but that’s what makes it such a great option. Take advantage of the huge push to buy online and offer a brand new experience or product to an already primed and ready market.  

  3. Get Facebook Likes: Host a contest on Cyber Monday with a grand prize for the winner. To enter, make sure people “like” your social media profiles. But don’t squander the new publicity! Make sure to run a targeted Facebook campaign the week after Cyber Monday.

No matter how you choose to take advantage of Black Friday, Small Business Saturday, and Cyber Monday, it’s crucial that you represent your brand accurately and prominently. Take each sale as a chance to build rapport with your customers and begin a lasting dialogue. Continue the conversation through email, social media marketing, experiential marketing events, or additional sales. If you’re planning on hosting an interactive or engaging event, contact Modern Promos. Our brand ambassadors can represent your brand so you can build customer relationships and make the most of your holiday sales.

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