5 Steps for Successful Black Friday and Cyber Monday Sales

For retailers, Black Friday and Cyber Monday are two of the most exciting days of the year. Last year’s sales on Cyber Monday reached an incredible $3.45 billion, and we expect to see big sales this year as well. However, huge sales don’t happen by themselves- the brands that face the most success during this time of year are those that lay out an action plan in the weeks and months beforehand. See our tips below on prepping for a successful Black Friday and Cyber Monday this year.

1. Get Started Early

The holiday shopping frenzy starts when summer is on its way out, so it’s effective to tap into this mindset as soon as possible. Many companies have found success in preparing or even implementing their holiday sales before Thanksgiving. Some retailers offer pre-Black Friday sales, while others have turned Cyber Monday into ‘Cyber Weekend.’ Whether or not you want to actually launch deals early, though, it’s still worthwhile to begin thinking about your plans and getting the word out in advance. Do some research on your customers’ preferences, and decide whether you would benefit most from a store-wide discount, specific deals, or other sales tactics. Start sharing the news with the public as early as you can.

2. Communicate

Use as many marketing channels as possible to spread awareness of your special holiday deals. Email marketing is effective, as is social media content and store displays.  Social media is a powerful tool for its ability to influence potential customers who may have never even heard of your brand.

3. Optimize your E-Commerce Site for Mobile Use

Predictions put Black Friday mobile traffic this year at 60% of total website traffic, which means that having a strong mobile site will likely make the difference between making or breaking sales. If you haven’t designed your e-commerce site for maximum mobile usability, now’s the time. For example, use responsive web design so that the site can detect the device in use and adjust dimensions accordingly. You should also keep content concise and easy to read, and streamline navigation with a simple menu and a prominent search bar and ‘add-to-cart’ button. Make it as easy as possible for customers to complete check-out by allowing guest checkouts and limiting click-through pages.

4. Integrate Sales Channels

If you have both a brick and mortar and an e-commerce shop, ensure that the same deals are available for both retail avenues. If a shopper finds something they like online, they should be able to get it for the same price in-store – or vice versa.

5. Take Note!

Use Black Friday and Cyber Monday as an important time to gauge customer interest. What are shoppers responding to? What are they buying over and over again? With a greater sales volume, you’ll get even more insights on customer preferences, which will help you in the future.