We’ve officially entered the final months of the year which means some of the biggest shopping days for most merchants are fast approaching. The end of the year is traditionally the busiest time in e-commerce – and the most profitable too. Although this year is nothing like we’re used to, there’s good reason to believe that e-commerce sales will peak in Q4/2020 again.
Come 27th November 2020 and we will witness another grand event, Black Friday.
Do you know that Black Friday dates back to the early part of this century when, as the Friday after Thanksgiving, it was considered to herald the start of the Christmas shopping season in the US?
However, within no time at all, Black Friday has been supplemented by Cyber Monday, a second bite of the commercial cherry, when shoppers are again encouraged to shop with carefree abandon – just this time online.
Important dates to remember for the rest of 2020
- Black Friday, 27th of November
- Cyber Monday, 30th of November
- Christmas, 25th of December
Shopify has anticipated that Black Friday & Cyber Monday (BFCM) – traditionally the biggest shopping weekend of the year – will happen predominantly online this year. And their reasons are foolproof. Fears around COVID-19 and subsequent retail closures have shifted consumer spending online and away from brick-and-mortar—a shift we believe will continue well into the holiday season and beyond. As more shoppers rush online to make their BFCM purchases, inventory and shipping constraints will present challenges for retailers of all sizes, but especially for independent businesses.
If you want to make the most of this year’s biggest shopping event, it’s critical that you start planning as early as possible. Despite an atypical climate, BFCM is still a tremendous opportunity for your business to end the year strong, whatever that looks like for you.
The undisputable checklist you need to bear in mind:
# Black Friday: Creative-Style
For the big retailers and e-commerce players, Black Friday and Cyber Monday provide a huge focus in the commercial calendar and, with shoppers turning up at marketplaces like Amazon, ASOS and eBay in unprecedented numbers, there are opportunities for smaller sellers too. The challenge is to make sure that they can compete for shoppers’ attention and make good on their promises. Don’t be mistaken into thinking that Black Friday is all giant TVs, ever-thinner tablets and flashy trainers. Many online retailers start promoting their Black Friday deals early, and it may be a good idea to extend the sales period this year. Instead of Black Friday, you might want to think of Black November or give your customers special offers throughout the holiday season.
For example, these have proven to be great ways to create buzz around Black Friday:
- Special deals, offers and promotions
- Hourly deals
- Countdown timers
- Sales promotions and events on social media
- Coupon codes and bundles
# Optimize Fulfilment
An increase in sales in a short time frame can make it difficult to fulfill and deliver orders to customers as quickly as usual. Many e-commerce merchants find it difficult to maintain the service level their customers are used to. This year, many additional factors cause uncertainty. We have, for example, seen the global restrictions on mobility affect delivery times.
# Key Tasks In Optimizing Fulfilment This Black Friday Include
- Reserving enough stock
- Reserving enough packaging materials
- Organizing warehouse for quicker picking and packing
- Hiring additional fulfilment staff
- Determining criteria for prioritizing and organizing orders
- Communicating to fulfilment and delivery staff
- Sharing the shipping times on your website
# Select Your E-Commerce Sale Or Promotional Products
- Look at what sold well last year and what’s trending this year.
- Check the availability of stock for promotional products.
- Consider using surplus or older stock to offer dramatic discounts or giveaways.
- Make sure your product descriptions are excellent and include holiday season keywords to boost your SEO
# Create Buzz
- Add seasonal design touches to your site.
- Display a count-down to Black Friday or Christmas to build anticipation.
- Create a sense of urgency with wording on promotional material and product pages like ‘Selling fast!’ or ‘Last few in stock.’
- Encourage customers to sign up early for holiday deals, which also helps build your email list.
- Promote your e-commerce app as an opportunity to get easy and early access.
And Finally…
When this year’s Black Friday is all over, don’t forget to take whatever time you need to analyse your store’s performance. We know you’ll be in the thick of the Christmas season by then, but your smart system can give you all the insights your need via accurate sales and stock reports, and putting in the effort now will ensure you’re halfway ready to tackle the planning again next year!
Even with Black Friday right around the corner, there’s still plenty of time. In fact, we can get you up and running in as little as 2 weeks. Want to chat with one of our e-commerce experts about your needs this Black Friday and beyond? Get in touch here.