Where does all this come from?
To understand what this crowded Friday is and why we must go back to its origins. Black Friday is celebrated in the US in the 4th week of November. Why this date? Because it coincides with the day after the Thanksgiving holiday in the US. Thanksgiving is a very important date in the American calendar and is marked on the fourth Thursday of November. So far, so good, because the day after Thanksgiving is also a holiday for most US government workers, as well as a holiday for schools and colleges. This makes this day, the Friday after Thanksgiving, the day chosen by American citizens to kick off Christmas shopping. Some sources point out that the name given to this day, translated as "Black Friday", would refer to the amount of traffic that began to occur on this day, as well as the fact that the sales caused produced black numbers in the accounts of companies. Years later, the National Federation of Commerce of the USA chose the Monday after Thanksgiving as "Cyber Monday", referring to the number of online purchases that take place on the Monday after Thanksgiving. This date has since been marked on the American calendar, thus creating a commercial and strategic relationship between both dates, Black Friday and Cyber Monday. Like many other American traditions and those of other leading countries in the world economy, Black Friday has been imported to our country as well as to the rest of developed countries, representing a business opportunity to be taken into account by Spanish companies or those based in Spain.Ready, set, go!
How to be prepared for Black Friday? At Línea Gráfica we offer you a series of tips that you can implement days before to take advantage of the sales conversion opportunities that this day can bring you.Create a Landing Page about Black Friday
In August 2014, Think with Google, a digital marketing publishing platform from Google, reported that nearly 29% of businesses would begin implementing holiday deals before Halloween.
The reality is that this trend of joining Black Friday is not taking place in all companies in Spain, although there are companies that prefer not to join it, more than 50% do. As e-commerce professionals, we recommend taking advantage of this day and promoting it with specific and personalized communication strategies designed for this day. If we want to join Black Friday, we must make sure to communicate it to our target. One of our main communication channels when we are dedicated to e-commerce is our website. The landing page is a "landing page" that we personalize for this day. The changes do not have to be very complex, a simple landing page that fits the image of our online store will be enough.
Offer an email subscription for Black Friday
One of the key ways to boost sales during Black Friday is to create a subscription on your landing page. With this subscription offer, we suggest you stay informed about our offers for this day and take advantage of the discounts.Share, share, share!
Although this message may seem repetitive, it is intended to be clear. Your audience must be informed first and foremost, so you should synchronize your communication tools with your audience to inform them that you are joining Black Friday and that on this day they will be able to count on your company when they search for online stores to make their purchases.Offers added value
Perhaps there are more companies in your sector that join in on Black Friday, so we should investigate what our competition has prepared for this day, and if it is similar to what we do, we should offer added value. Our objective should be to go beyond the product itself and think about the key needs of our client. Some examples include giving away complementary items to our product, offering longer guarantees, etc. This strategy is especially useful when it comes to small companies, as it can differentiate us when competing with large companies in the sector. Communication strategies on Black Friday must be synchronized in the different communication channels that we have available, in turn, the approach requires a certain amount of research on what may interest us as a company and clients as buyers. Black Friday strategies should not be planned from one day to the next, but rather require time for study and a strategic approach.
Black Friday in figures
If the Spanish Society for Digital Economy is not mistaken, sales figures during Black Friday and Cyber Monday in our country will reach 1.172 billion euros, all of this of course not in a matter of 48 hours, but during Friday and Monday.
Black Friday will account for 6.4% of online shopping this year, as expected for 2015. Another interesting fact is that Cyber Monday and Black Friday were the second and third days with the highest conversion rate, followed by December 16 in 2014. These days also stand out for their significant traffic figures. Mobile phone use is also significant in this type of offer. During last Black Friday, browsing from mobile devices accounted for 49.6% of the total. During Cyber Monday, mobile traffic was 41%, which is related to the return of workers to companies and the return to the office, which makes it more common to sit in front of a desktop computer. It is expected that 60% of online stores will join the massive Black Friday this year. Are you going to be one of them?
