Black Friday has become the regular precursor to Christmas that allows brands to whip shoppers up into a spending frenzy. Whilst some are braving the sales in search of affordable Christmas gifts, many tech-savvy shoppers will opt to browse the bargains from their sofa.
According to GlobalData, shoppers are expected to spend £10.1bn in the week of Black Friday – nearly 4% more than last year. However, shopping stampedes are expected to be less likely in 2017, as most activity is expected to be online.
With this in mind, many brands are rolling out their online Black Friday promotions in advance. Whether it’s through email, paid search or paid social campaigns, Return takes you through some of the biggest and best Black Friday
In The Style: 50% off everything now
In The Style have reached out to their customer base via email before Black Friday offering another sale – up to 50% off of everything. As 50% is more than many brands offer in their Black Friday sales, this preliminary promotion targeted at Black Friday-ready buyers is a stroke of genius. Buyers don’t know if the Black Friday sale will offer more than 50% off, prompting them to buy now rather than later. The colourful copy is also playful and on-brand – nobody wants to wait for a basic b*tch.
The battle of the search engines
Not to be outdone, Google
Manière De Voir: A deal a day
Men’s and women’s outerwear retailer Manière De Voir has built up to Black Friday by running a different promotion every day. In a bid to acquire long-term customers during what is a traditionally fickle, price-sensitive shopping period, the brand’s homepage features a prominent “Black Friday Loading” box, urging consumers to sign up for Black Friday discounts.
The Killing Tree Clothing: Limited-use coupons
The Killing Tree Clothing
The Couture Club: Daily discounts with a ‘gaming’ feel
The Couture Club posted on their Instagram story about their Black Friday countdown offers. As well as understanding the social media habits of their clientele, The Couture Club have given their Black Friday ad a sort of gaming feel. Each day unlocks a new offer, making it exciting for customers who are paying attention, but also putting a limit on the time they have to buy.
Light in The Box: 85% off countdown to Black Friday
We spotted that many companies are encouraging would-be customers to register in order to get early access to a deal. Flying in the face of the $300 Million Button, this boosts sign-ups and opt-ins for CRM purposes –
TOYOTA: B2B Online Sales
Black Friday deals aren’t just for consumers. B2B brands, although slower on the uptake, are starting to see the value of riding the sales wave of Black Friday weekend.
Xercise4Less: Sign up to find out more
Xercise4Less is another brand urging customers to sign up for an advanced preview of their Black Friday deal. By baiting customers with the temptation of a Black Friday discount via email, the brand gets more opt-ins, which in turn gives them the opportunity to form a strong relationship with their new customers.
Reebok: Simple but effective?
MuscleFood: Crazy offers (and capitalisation)
MuscleFood is direct and to the point – it outlines potential savings, links through to their site, and indicates boldly that their Black Friday sales are now live. The scatter-gun approach to capitalisation in the ad copy may be a tad off-putting to some, but there’s no denying that the copy effectively communicates their Black Friday proposition.
Base London Shoes: 30% off selected styles
Base London is offering customers targeted via Facebook 30% off selected styles using a coupon code. As with many Black Friday pre-sales, the brand does not indicate how discounted their Black Friday sale will be in order to attract customers to their early offer. Practically speaking, this is a good way to spread sales across the Cyber Week and reduce the strain on your site on Black Friday itself.
Vincero Collective: Discounts and free shipping
The Vincero Collective is another brand using sponsored ads, offering 25% off and free shipping
House of Fraser: Save money by spending over £50
House of Fraser mention Black Friday FOUR times in their sponsored post (and once in the picture), so they’re really hammering the message home. For their event, House of Fraser are offering 40% off plus free postage on purchases over £50. As well as implementing the free postage ploy to their customers, House of Fraser effectively insure themselves against paying for delivery on purchases that aren’t going to help their profit margins (AKA those under £50).
Lynx team up with Amazon to offer 15% off
Lynx are using their budget to promote Amazon’s Black Friday sale. This is a good example of collaborations from brands who are trying to push sales via resellers. As Amazon is a Black Friday giant, this collaborative effort is likely to get Lynx a lot more sales without having to worry about fulfilling huge numbers of deliveries itself.
ad:tech show us how to do “anti-Black Friday”
ad:tech have come through with a tongue-in-cheek promotion for their next London event, which starts on Wednesday (November 29th). Clearly aimed at those sick of receiving emails about special deals and promotions, this approach delivers all the information potential attendees need to know, while also raising a middle finger to the whole concept of Black Friday.
Did you find the build-up to Black Friday smooth sailing or choppy seas and endless thunderstorms? Can’t wait to do it all again, or dreading your next big sale? If you’ve spent the last week tearing your hair out, biting your nails and screaming at your colleagues, relax! Get in touch today and find out what we can do to help out with your paid search and social campaigns.