The Ultimate Small Business Guide to Black Friday Success
Have you ever been to a Black Friday sale? If yes, then you know how Black Friday, Cyber Monday, and Small Business Saturday drive heaps of sales for small businesses. As a matter of fact, in 2023, Black Friday generated a record-breaking online sale of over $16.4 billion. Furthermore, Amazon reports that small business sellers have over $1 billion in sales.
Statistics prove that Black Friday sales are not only for big box retailers and digital retailers. Small businesses are now riding the train of online business success to get their share of the holiday sales.
But how can your small business successfully partake in the holiday sale without a huge marketing budget?
In this guide to Black Friday marketing ideas for small businesses, we’re breaking down what you can do to give your small business a chance to succeed on Black Friday and throughout the entire holiday season.
- How to boost in-store traffic on Black Friday
- Prepare your online store for high-traffic
- Craft compelling exclusive Black Friday deals
- Flash sales
- Build Black Friday hype with early bird specials and VIP deals
- Drive more sales with social media marketing
- Increase conversions with a personalized shopping experience
- Finalize your Black Friday marketing strategy with analytics
- Don’t forget Small Business Saturday, Black Friday, Cyber Monday
- Make this Back Friday your best yet!
How to boost in-store traffic on Black Friday
As the holiday season kicks off, the excitement in the air is palpable—especially on Black Friday! But for many small businesses, the thought of competing with those big-name retailers can feel daunting.
If you can’t offer discounts that rival the giants, don’t sweat it! Instead of trying to play their game, focus on what makes your business special and create a memorable shopping experience that keeps customers coming back for more.
Use the following tips to plan your Black Friday marketing strategy and holiday shopping season goals, events, and discounts, and learn how to offer value to your customers throughout the season.
Prepare your online store for high-traffic
Never underestimate holiday shoppers. Always anticipate high traffic in your online stores that are comparable to big box stores. How?
Online shoppers hate it when the website crashes or is extremely slow while shopping.
To do that, compress images, minimize scripts, and use caching. A slow-loading page causes visitors to leave, especially during high-traffic periods. You can use tools like Google PageSpeed Insights and GTmetrix to identify speed bottlenecks.
Choose a good hosting plan
Another thing that you should consider is to ensure that your hosting plan can handle increased traffic.
Domain.com offers hosting solutions that support peak traffic periods, minimizing the risk of crashes. The Basic web hosting plan provides the following:
- Host one website
- 106GB of web storage
- Support 15,000 visitors
- Unmetered bandwidth
- 25 FTP accounts
- Drag-and-drop builder
- Free domain for the first year
You can also opt for the higher tiers, which offer more websites to host, more storage, support a greater number of visitors, and more FTP accounts.
Ensure your website is mobile-friendly
Mobile devices account for a large portion of online sales. Make sure to have a responsive design, quick-loading mobile pages, and a streamlined checkout that’s easy to navigate on smartphones. A positive user experience is the best driver for gaining sales for online stores.
If you’re not tech-savvy, you can opt for a website builder. You can find an AI-powered website builder that offers eCommerce templates to help you create an optimized website.
Enhance security and stability
Customers are wary of security risks, especially with circulating news on cybercriminals stealing personal information. That is why SSL encryption is crucial, especially during high-traffic events. SSL certificate helps protect customer data and builds trust by signaling that transactions are secure.
When customers see that your website is secured with SSL encryption, they can confidently buy items without the stress of worrying about their cybersecurity.
Firewall and DDoS protection can also be another layer of protection from cyberattacks during peak shopping periods. Implement SiteLock to protect your website from malicious traffic and ensure your site remains functional.
Streamline checkout process
I’m sure you hate hectic and overcomplicated checkout processes, so does your customer. Simplify checkout by reducing the number of steps. Doing so would prevent cart abandonment just before they complete the payment.
We recommend allowing guest checkouts and integrating payment options like digital wallets, which are faster and more convenient.
If you can’t prevent cart abandonment, make sure to have cart recovery emails or pop-ups that remind users about items left in their carts. These prompts and reminders will encourage them to complete their purchase during the sale.
Prepare a backup plan
There are events that you can’t control, like your website crashing among other things. You may not control technology in these situations, but you can control how you react to them.
In case of system failures, be certain that you’ve created backups of your website data using a reliable website backup service and establish a failover strategy in case of crashes. This includes temporary landing pages that provide updates on site issues to reassure customers.
Craft compelling exclusive Black Friday deals
Here are several effective small business Black Friday sales focusing on online offers, bundle and tiered discounts, and gift incentives.
Exclusive Black Friday online offers
To drive more traffic to your online store, you can create “online-only” deals. You can include flat discounts of 20-30% on all items available through your online store for a limited period. Promote these as exclusive deals for Black Friday.
Bundle and tiered discounts
Create pre-set bundles with complementary products and offer discounts on the total purchase. For example, you can sell skin care bundles with cleanser, toner, and moisturizer at a discounted price. Or you can offer “Buy two, get 15% off” on related items.
You can use the tiered discount system like “spend more, save more.” Let’s say you offer:
- Spend $50, get 10% off
- Spend $100, get 20% off
- Spend $150, get 25% off
Free gift incentives
Offer a small, desirable free gift if they exceed the average order value. For example, “Spend $75, get a free scented candle.” Small free gifts make customers feel they’re getting extra value.
Free shipping or free gift wrapping service is also highly appealing. You can offer free shipping if customers go over a certain amount for all Black Friday purchases. Doing so encourages shoppers to make large orders to ease the holiday shopping process.
Flash sales
Flash Sales is a powerful way to boost urgency and drive more sales. This can be hourly deals on certain products that run short, time-limited sales throughout the day.
Announce flash sales in advance via email, SMS, and social media with countdown timers to build capture shoppers and ensure they are ready to shop. For added urgency, include “only X left” notices on product pages to highlight limited stock, prompting quick purchases.
Optimize for local shoppers with in-store and curbside deals
There is an ongoing trend in supporting small local shops to boost the local economy, preserving local culture, and promoting entrepreneurship. That’s why you need to optimize your Black Friday deals for local shoppers using strategies that will keep them engaged.
How can you do this, especially for brick-and-mortar stores?
Local shopper engagement
Promote exclusive in-store Black Friday deals to encourage in-store traffic. Offer discounts only available in-store or on doorbuster deals within limited quantities. You can highlight these in-store perks through local ads, social media, and email.
You can use geo-targeted ads on platforms like Facebook and Instagram to reach customers nearby. Tailor the message or captions encouraging local shoppers to visit your brick-and-mortar store.
Don’t forget to emphasize community-oriented themes like supporting small businesses and shopping locally. Use popular tags like #BlackFriday and #SmallBusinessSaturday.
Email campaigns are another useful way to engage existing customers during Black Friday shopping frenzy. You can even enhance email creativity by placing attractive Black Friday banners that highlight the benefits unique to the in-store experience, such as a deep discount or special deals.
Curbside pickup
It would help if you also attract holiday shoppers looking to avoid crowds. Offer seamless curbside service by setting up dedicated parking spaces where customers can receive their orders without leaving their cars. Be sure to provide clear instructions on selecting curbside at checkout to make the process as simple and convenient as possible.
Focus on the convenience and safety of curbside pickup option in your Black Friday promotion. Share customer testimonials on social media on how quick and easy the experience is. As a small business owner, you must know what your customer finds inconvenient to offer a solution from which your small business will also benefit.
Community collaboration
Cross-promoting and cross selling with local businesses can help you build a more solid customer base. Join hands with complementary businesses in your area to create joint Black Friday promotions. Local collaboration helps you foster goodwill among local shoppers and attracts potential customers who prioritize local businesses.
Build Black Friday hype with early bird specials and VIP deals
Your existing customers are the blood that keeps your business running. That’s why you must keep them satisfied and on top of your priority.
Email marketing campaigns for early access
Create a special “VIP” segment within in your email list for loyal customers, past high spenders, or loyalty program members. Use the list to send early-bird deals and personalized messages to make VIPs feel valued.
Send sneak peek emails of your upcoming Black Friday deals that teases key offers without revealing all the details. You can include banners saying, “Our biggest discount yet on popular items!”
You can even offer incremental benefits when a customer opens the email like, “Open this email in the first 24 hours for an extra 5% off.”
VIP access
Design a hidden or password-protected landing page on your website that can only be accessed by VIP members. Promote access in VIP emails to allow customers early access to Black Friday daily deals a few hours before the general public. Your email campaigns can feature the best deals that offer small additional discounts (e.g., 5% off) to reward early birds.
Rewards program
Consider incorporating a “Rewards Program” to engage loyal customers. You can offer exclusive perks to loyalty program members. This can be early access to Black Friday deals, bonus reward points, or an additional discount on top of other Black Friday promotions. This strategy not only incentivizes purchases but also builds long-term customer loyalty by rewarding engagement beyond Black Friday.
Drive more sales with social media marketing
Social media marketing is one of the best Black Friday promotion ideas; and all you need to invest is your time.
Social platforms to reach online shoppers
Using social platforms like Facebook, Instagram, and TikTok, you can share sneak peeks of upcoming holiday season deals to tickle your target market’s curiosity. The anticipation build-up will help increase engagement since your potential customers will want to share and comment on your posts.
Influencer marketing
Influencer marketing is another social media perk you can take advantage of. There are a lot of local influencers you can contact and collaborate with. You can strike a deal by offering discounts or giving them gift products to showcase your products in real time. You can even use popular tags like #BlackFriday and #SmallBusinessSaturday.
Increase conversions with a personalized shopping experience
To increase conversions with a personal shopping experience during Black Friday and the holiday season, focus on tailored product recommendations, curated gift guide, and personalized discounts. Each approach makes the shopping experience more relevant and engaging for individual customers, driving higher conversions and average order values.
Tailor product recommendations based on browsing history or cart items. You can showcase to customers the frequently purchased items and products they’re considering. We’re talking about “People Also Bought” and “Frequently Bought Together” that we usually see in online stores.
You can also create gift guides that cater to different shopper types. Link these guides to specific product categories such as “Gifts for Him” and “Gifts Under $50.” Feature these guides on your homepage and in email campaigns.
Finalize your Black Friday marketing strategy with analytics
Implement analytics and monitor in real-time. Use analytics tools to track visitor behavior, especially during high-traffic events. Real-time monitoring helps identify and quickly address issues with navigation, product pages, or the checkout process.
Additionally, use analytics tools to track which deals perform best and adjust your marketing strategy accordingly.
Analytics and monitoring tools also give you the number of customers who visited the site without purchasing. This will help you analyze their shopping behavior so you can retarget ads to re-engage these customers. Furthermore, the tools can help you follow up with customers after Black Friday to promote post-sale offers.
Don’t forget Small Business Saturday, Black Friday, Cyber Monday
Black Friday does not pertain to Friday alone, it’s the whole week stretching to Monday.
Extend promotions throughout the Black Friday weekend and into Cyber Monday to capture late shoppers. That is why some shops offer three-day sales. The dates make them anticipate, but the short amount of time gives them the urgency to purchase items.
Make this Back Friday your best yet!
To make a successful Black Friday sale, small businesses should optimize online stores for traffic, offer exclusive deals, engage local shoppers with in-store options, and personalize shopping experiences. Utilizing analytics and extending promotions through Cyber Monday can further enhance sales.
Ready to make this Black Friday your most successful yet? Domain.com offers products and tools to prepare your small business for the holiday shopping season. We have domain registration, website builders, scalable hosting plans, as well as email and marketing resources.
Start building your online presence today and ensure your store is ready to capture every sale opportunity this Black Friday and beyond!
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