Black Friday 2019: 5 Ways to Prepare Your Business
For businesses across the UK, Black Friday has become a hugely important date in the calendar. This annual American retail tradition is now one of the biggest and busiest shopping days of the year on this side of the Atlantic too. Both online and on the high street, Black Friday 2019 is set to deliver yet more big discounts as shoppers flock to bag a deal on a wide range of products.
Ecommerce businesses often bear the brunt of this rush. In 2018, official figures tracked strong growth in November retail sales due to Black Friday deals. It was also the first time online sales made up more than 20% of all retail sales. So, with big benefits for any ecommerce business looking for a seasonal sales boost, here are five ways of preparing for Black Friday 2019.
Don’t leave it too late or to chance
Black Friday 2019 takes place on 29 November, which (as tradition dictates) is the Friday after the Thanksgiving celebrations in the US. So, you might be thinking your business has plenty of time to prep for the sales storm. Far from it. In fact, research has found that more than half of consumers start thinking about Black Friday before 1 November.
It could be that shoppers are looking to get better deals on their Christmas shopping or simply want to treat themselves. Either way, now is the time to start planning your Black Friday 2019 deals.
Work out what your promotions are
It sounds obvious, doesn’t it. But much of knowing how to prepare for Black Friday is getting a clear idea of any discounts or promotions you plan to offer. While the exact nature of the deals you run will depend on the size of your business, even smaller start-up businesses can find the perfect hook that pulls in the bargain hunters.
Black Friday ideas for small businesses could include offering a big discount on a high-ticket or popular item, before upselling items that have a smaller or no discount. Or perhaps a one-day free shipping offer could seal the deal. You can even include a free gift with qualifying products. Ultimately, it’s up to you and it can be a great opportunity to be inventive with your incentive.
Make sure your website is ready
The surge in online Black Friday sales in 2018 means it’s a good idea to make sure your website is ready to deal with an influx of expectant shoppers. Our own research has found that a fifth of businesses fear their website will crash. But taking time out to check your tech could help avoid any downtime at the worst possible moment.
There are many online tools to help you test your website for any areas of weakness – such as its load capacity or user experience. And it’s also essential to make sure your website is mobile friendly. Consumers believe that “today’s mobile shopping experiences do not meet their needs”, according to Adobe research. And that could be the difference between making a sale or not.
Consider using an ecommerce marketplace
So, maybe your finances won’t allow you to spend much on your website. Cashflow is a keen concern for many smaller businesses and it’s understandable that you want to prioritise other areas of your operations when preparing for Black Friday 2019. One idea could be to get your products listed on an ecommerce marketplace like Shopify, eBay and Amazon Marketplace.
Not only do these ready-made platforms have the benefit of being run by big tech enterprises with the resources to cope with spikes in traffic, you may reach a wider audience outside your marketing channels. You can also leverage the brand recognition of these platforms too – last year, eBay had a record-breaking Black Friday. Is it an opportunity you can afford to pass up?
Enlist support from specialist partners
From retail consultants to tech support professionals, it can be well worth asking for help if you aren’t sure how to plan your promotions or optimise your website. There might be a cost in the short-term to your business, but how does that stack up against the returns you could make on Black Friday 2019? It’s a certainly a balancing act, but the right support can make a big impact.
Of course, preparing for Black Friday isn’t just about what you do before. Fulfilment of a higher volume of orders is another point to consider. And that’s where TNT Direct can help you. We’re the parcel delivery and courier services expert you can trust, with SmartSend – our automated service – integrating with popular selling platforms like eBay and Amazon to make light work of your shipping needs.
For the owners of smaller retail businesses, these are just some of the ways to prepare for the sales extravaganza that is Black Friday 2019. Other factors you might wish to consider include social or email marketing, for example.
And don’t forget – after Black Friday comes Cyber Monday and another opportunity to help your sales soar before the Christmas shopping season kicks well and truly into gear.
Image(s) courtesy of iStock.
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