We are past Halloween now, and this means that the biggest shopping time is drawing ever nearer. We are looking at Black Friday and Cyber Monday shortly followed by Christmas and New Year. This is roughly 2.5 months of non-stop shopping and, consequently, a very hot time for marketers and advertisers.
Historically, Black Friday started out as a huge physical goods sale, while Cyber Monday included online commerce and digital products. In today’s reality, there are very few differences between these events as virtually anything can now be sold online. And consumers may even prefer it this way: during more than a year of global pandemic, people got really comfortable with the idea of having the full purchase journey from browsing for options to receiving the desired parcel without leaving their homes.
Get ready to sell
All traditional e-commerce products will be good to go during this period, along with nutra and sweepstakes. Anything that looks attractive and can be a present for someone is already a great product choice. As we have mentioned, the promotions have amalgamated into one huge sale, but if you wish to differentiate Black from Cyber we have a few tips.
Black Friday (November 26): homeware, health and beauty products, clothes (make an accent on winter fashion and cozy styles), perfume, and kid toys.
Cyber Monday (November 29): home appliances, smart devices (especially the latest models, Autumn is traditionally rich with big releases), digital products (software, games, books, subscriptions).
Now, let’s unwrap some campaign ideas.
- Use email marketing to reach your audience in advance and work some heat-up magic. Tell them about the oncoming sales, showcase your top-selling products and maybe offer an extra discount or a gist for pre-order. Pre-sale campaigns are a must during such an agitated time. You will miss a big chunk of the audience if you launch ad campaigns simultaneously with the start of sales.
- Ask your audience about their preferences. What can be better than first-hand opinion? Especially in the world of declining third-party data. Use polls and product battles in your mail-out to discover the best picks for the creatives.
- Optimize your headlines. The products and creatives may be good to go already, but you still have to tweak the headers to make them stand out. The bulk of incoming emails will be immense during the sales period. In order to reduce the bulk and make your letters visible: use numbers (1-day shipping, 2 free samples, +5% off, for the first 15 customers, etc.) to add some feasibility to your offer; choose shorter headlines (5 to 8 words) as people will have to wade through a lot of words.
To wrap it up
Holiday shoppers plan to spend up to $276 per family member on average this year. This is a great time to unsheathe your mailing lists and fire up e-commerce campaigns. Only be aware that the traffic prices will go way higher than average, as the advertisers will be literally fighting for each customer. Try to choose several periods when you expect your audience to be the most active, and do not waste your budget competing with the big brands.
When the shopping madness is close to its end, start slowing down the campaigns — the e-commerce niche usually declines a bit after Christmas. We suggest you turn to mobile app campaigns for the so-called Q5 of the year (end of December to mid-January): entertainment, games, and fitness apps are going to be on the rise after all gift exchange is over. Now let’s get down to preparations and happy sales season!