Black Friday is the unofficial start of the holiday season. Fun Fact: people began calling off work the day after Thanksgiving to get a head start on their seasonal shopping, which caused workplaces to eventually a permanent day off every year. On this day, and often on Thanksgiving too, stores create a variety of sales and discounts which draw enormous amounts of crowds hoping to get the best deals. However, for 2020’s Black Friday, businesses are forced to get more creative with their methods in order to get customers to spend money.
In an attempt to keep large crowds from gathering in stores, retailers have encouraged customers to shop online by providing more cyber deals. The sales and discounts have kicked off much earlier, with some already starting and lasting the entire month. In addition, some stores will keep their doors closed on Thanksgiving Day, only allowing in-person shopping on Friday. There are even certain companies providing curbside pickup to accommodate shoppers.
Keeping customers safe is not the only thing your business must consider this season, but also replicating excitement without the large groups of people. Some innovative options retailers have found to reach consumers are increased social media advertising, mimicking the in-store experience online, starting awareness earlier, and implementing influencer campaigns.
Brands have come up with a variety of ways to adjust to Black Friday in 2020. Bath and Body Works has a day just for deals in the store, a day just for deals online, and then deals both in store and online for Black Friday. They will also drop new fragrances right before the sale begins. Target has Black Friday deals for the whole month of November and are launching new online deals daily. Bed Bath and Beyond offers a “Gift of the Week” promo all through November and December, and also provides a special deal on a “hot item” every day.
Black Friday is a crucial day for CPG businesses. There is a 240% and 380% increase in revenue on Black Friday and Cyber Monday respectively. Along with that there is a 220% online traffic increase on Black Friday. If your brand does not find a way to continue this tradition of a shopping bonanza, you will miss out on perhaps the best-selling day of the year.
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