Oct 5, 2017
Preparing for Black
Hosted by Shelby Klick and Vince
Black Friday in 2017- including
the days leading up to and after Black Friday - is expected to be
the biggest shopping pull of the year with sales higher than 2016.
Black Friday has definitely changed the way retail functions
during the fourth quarter and leading up to the holidays.
Consumers now are after deep price cuts and discounts that
some argue make the day “unprofitable and unsustainable”
Small Businesses everywhere are
attempting to compete with the big box stores starting with Black
Friday. Here’s our tips for having a successful Black
your business or pricing structure can’t compete with the extremely
steep discounts typically seen on Black Friday, don’t do it.
There are many ways to get traffic in the door without
- Gifts Cards or Gift Certificates
out an email just about your gift cards.
- Visual Displays & Signs - People won’t
purchase gift cards unless they know about them and can see them,
just like any other product in your store.
- Upsell at the register - this is a technique
that may take some training of your cashiers and maybe even
incentivize to see which employee can sell the most gift
- Special Deal - free gift with purchase of gift
card, or a discount on the gift card itself.
- 75% of people how use gift cards spend 22% more than
the value of the gift card.
Friday can be scary when you’re in it alone. Join forces with other
local businesses. .
- A lot
of consumers head to big box stores or shopping malls because they
can shop a larger variety of products or visit a lot of places in
one trip. Partnering up with other local businesses can be a
bigger draw for your customers if they see a lot of businesses in
one central location having deals at the same time.
an event: Example: Sip and Stroll where customers can stroll to
each store to shop and enjoy snacks and refreshments.
advertising: Hand out fliers talking about your joint sales or
event. Use a punch card to encourage people to visit each store and
enter completed punch cards into a raffle.
- Creative partnerships - Pair up with businesses
like local restaurants, coffee shops and the like to give
discounted drinks, appetizers, and when they present a receipt from
your store or give them a special coupon. Or vise
- Late Hours
your doors for late hours.
- Advertise it for those who are busier or for
those who want to avoid the madness
about it - A lot!
on your product. Talk about what makes you different than the big
box stores and the value each of these products give.
people struggle talking about their products. Remember that you are
the one that purchases the merchandise for the store (If you’re
not, talk to your buyer). Talk about each product’s value and why
you chose to sell it in your store.
- People sometimes go to big box stores because
they don’t think they will be able to find things for everyone on
their list at a small store. Give examples or gift guide for
everyone. This is a great way to showcase unique items and let
people connect with your business.
- Gather gifts that go great together. Consumers
are after those big ticket items as well as trying to get as much
bang for their buck as possible. By bundling, you can place smaller
ticket items in a new light or save customers the hassle of finding
products that go well together.
you to sell at a slightly higher price point OR incentivize buying
all items with a discounts when all are bought
having progressive sales
November off with smaller sales every week that give a “Pre-Black
Friday” or a “Taste of Black Friday” or “Black Friday Comes
allows you to put discounts on things you can afford to discount
and draw in different customers with each new sale.
Black Friday, create a splash by focusing your sale on your big
ticket items only because you will most likely be able to put the
steepest discount on these and still be profitable. It would also
make your progressive sales end with a bang on Black Friday and
flow into the shopping weekend.
on product or bundles
get overwhelmed because you can be successful by spreading your