Be Black Friday and Christmas Ready

It’s never too early to start preparing for the biggest shopping events of the year. Black Friday and Christmas may seem far away, but savvy marketers know that planning ahead can make all the difference. Here’s how you can get your website, email communications, and social media ready for a successful holiday season.

Website Preparation

Optimise your website to handle a surge in traffic. Slow loading times can frustrate potential customers and lead to lost sales. Perform load testing and optimise your site speed to ensure a smooth shopping experience.

Consider giving your website a festive makeover. Update banners, product images, and landing pages with holiday-themed graphics to create a sense of excitement.

Revise your product descriptions and ensure they are SEO-friendly. High-quality images, detailed descriptions, and customer reviews can enhance the shopping experience and improve your search rankings.

When deciding between a site-wide sale and discount codes:

Site-Wide Sale:

Pros: Simplifies the shopping experience as customers see the discount automatically applied.

Cons: Can devalue your brand if overused.

Discount Codes:

Pros: Allows for targeted marketing and can create a sense of exclusivity.

Cons: Requires customers to enter the code, which can be a barrier to purchase.

Email Communications

Start growing your email list now. Use sign-up incentives like exclusive early access to sales or special discounts for subscribers.

Create a content calendar with key dates and messages. Include teasers, countdowns, and early bird offers to build anticipation.

Segment your email list to send personalised offers based on past purchases or browsing behaviour. Personalisation can significantly increase open rates and conversions.

Successful campaigns include Amazon’s Black Friday Countdown, which uses a series of teaser emails to create urgency, and ASOS’s Christmas Campaign, which sends personalised gift guides based on customer preferences.

Social Media Communications

Engage your audience on TikTok, Facebook, and Instagram with content that resonates. Use stories, reels, and live videos to showcase products and offer sneak peeks of upcoming deals.

For those with a TikTok shop, ensure your products are well-organised and easily accessible. Use TikTok ads to drive traffic to your shop and leverage influencers to expand your reach. Highlight special deals and create engaging content to showcase your products in action.

Develop a content calendar with a mix of promotional and engaging content. Share behind-the-scenes looks, user-generated content, and holiday-themed posts to keep your audience engaged.

Advertising on Social Media and Google

Create targeted Google Ads campaigns to capture high-intent traffic. Use holiday-specific keywords and ensure your ads are compelling and relevant.

Plan and budget for increased ad spend during the holiday season. Test different ad formats and messages to see what resonates best with your audience.

Use remarketing strategies to target visitors who didn’t convert on their first visit. Display ads featuring the products they viewed or offer special discounts to entice them back.

Successful campaigns include Best Buy’s Black Friday Ads, which use targeted Google Ads and remarketing to capture and convert high-intent shoppers, and Target’s Holiday Social Media Campaign, which drives high engagement and sales with festive, family-oriented ads across Facebook and Instagram.

For social media advertising:

TikTok Ads: Use eye-catching videos to promote your products and deals. Leverage TikTok’s targeting options to reach your ideal audience.

Facebook and Instagram Ads: Create carousel ads to showcase multiple products or use dynamic ads to retarget users who have visited your website.

Successful campaigns include Coca-Cola’s Christmas Campaign, which generates significant engagement and brand loyalty, and John Lewis’s Christmas adverts, which create buzz and drive both engagement and sales.

Potential Pitfalls in Preparation

While preparing early gives you a significant advantage, there are common pitfalls to watch out for:

Overlooking Website Capacity: Failing to ensure your website can handle increased traffic can lead to crashes and lost sales.

Poorly Planned Sales Strategies: An over-reliance on deep discounts can devalue your brand. Balance discounts with value-added offers.

Ignoring Mobile Users: Ensure your website and emails are mobile-friendly. A significant portion of holiday shopping happens on mobile devices.

Inconsistent Messaging: Ensure your promotional messages are consistent across all channels. Inconsistencies can confuse customers and dilute your brand message.

Neglecting Customer Service: Be prepared for increased customer inquiries and support requests. Ensure your customer service team is ready to handle the holiday rush.

Failure to Track Performance: Without proper tracking, you won’t know what’s working and what isn’t. Use analytics to monitor and adjust your strategies in real-time.

Key Dates to Remember

Black Friday 2024: Friday, 29 November

Cyber Monday 2024: Monday, 2 December

Christmas Day: Wednesday, 25 December

Starting your Black Friday and Christmas marketing preparations in July gives you ample time to plan and execute a successful campaign. By optimising your website, planning your email and social media communications, and leveraging advertising on social media and Google, you can maximise your holiday sales and end the year on a high note.