Creating Black Friday Success

CREATING BLACK FRIDAY SUCCESS Black Friday is the one day every year when well over half of Americans forego sleep in search of a deal. Black Friday has now expanded to include Small Business Saturday and Cyber Monday, for an entire weekend dedicated to shoppers ready to check off their holiday gift list. Preparing for and participating in this holiday shopping weekend might even turn negative margins from red, back to black. 65% Shoppers who shopped on Black Friday, compared to the day before and the day after 212 million The number of shoppers from Nov 25-27, 2010 $365.34 33% was spent online in 2010 Dollar amount spent by average shopper last year on Black Friday Weekend 627,600 7,000+ The number of retail jobs The number of Macy's customers outside the flagship store in Manhattan at 4 a.m. last year created between October and December 2010 MARKETING TIPS FOR BLACK FRIDAY Consider opening later: almost 40% of Black Friday shoppers actually prefer to avoid the crowds and shop after 10 A.M. Make your ad campaign for Black Friday different than your regular marketing Start advertising early! (some stores are already putting out ads) Bundles! Bundle up products to offer your customers more Offer extended support, guarantees or returns Increase Social Marketing ads. Go big with Facebook and Google Do your homework Rewards: Give your most dedicated and find a deal for your customers that nobody else can offer customers a special offer COMMON AMENITIES TO OFFER CROWD CONTROL Gift Free Gift Valet Charity event Wrapping (or gift card) with purchase Parking Brick and Mortar Stores Provide tickets Provide large, clear, signage Use barriers to form clear lines Have extra staff or wristbands for doorbusters on hand . Online ill Ensure all links, discount codes Clearly list prices, links Review your site map for smooth navigation Provide immediate and checkout customer service processes work and bundles support via telephone THE RIG CITY NEWS Stats That You Should Know Most successful companies (begin advertising for Black Friday by November 1st Begin November in the Black: Hot Items: What are Black Friday Where are Weekend Shoppers Buying? Small Business people shopping? Saturday AMERICAN DPRI SS A “holiday" created by American Express to get shoppers Clothing 52.7% while discount stores and department stores top the Books, CDs, DVDS, Videos12 1% charts, small businesses and or Video Games out to small businesses online shoppers are catching up: 36.7% on Saturday. Electronics 13.5% of Black Friday Weekend Shoppers in 2010 went to a specialty store Consider extending your sales to Toys 33.6% encourage 24.7% OPEN! shoppers to come in Gift Cards 33.6% of Black Friday Weekend Shoppers in 2010 shopped online on Saturday Small businesses can sign up to participate in Small Business Saturday at: www.facebook.com/SmallBusinessSaturday Amex offered shop owners $100 in Facebook credit last year The Facebook page for Small Business Saturday has 1.8 million "likes" to advertise across the site and Amex card members will receive a $25 credit to spend at participating stores OGO A History of Black Friday The first year that Black Friday topped the Saturday before Christmas and became the busiest shopping day of the year Black Friday occurred :in September 24th when the stock market plunged The term began to spread to areas outside of Philadelphia The first year of the Macy's : Thanksgiving Day Parade, marking the official beginning of the hollday shopping season Police in Philadelphia began calling the day after Thanksgiving "Black Friday" because of the traffic jams and overcrowded sidewalks to downtown stores Retailers asked Franklin D. Roosevelt to move up Thanksgiving in order to make the holiday shopping season longer Congress passed a law making Thanksgiving the fourth Thursday in November 1869 1966 1941 2003 The average mall starts decorating the first week in November and takes 5 days and $20,000 to complete their hollday decor Black Friday is not an official hollday, The Saturday before Christmas is typlcally the second busiest shopping day of the year Gift Cards but since most were the number employees have the day off they go shopping one gift last year SOURCES: * U.S. Census Bureau * Black Friday Weekend Shopping Trends 2010, National Retail Federation * Macy's * ShopperTrak * Small Business Saturday * U.S. Bureau of Labor Statistics * Challenger, Gray and Christmas, Inc * International Council of Shopping Centers * Congressional Research Service, Library of Congress TM CreditDonkey 1924 1939 1975