Drive Black Friday with Key Marketing Tips

Top Marketing Strategies and Consumer Psychology Tips

Let's talk about Black Friday 🥳

Black Friday is the day following Thanksgiving in the United States, Fri, Nov 29, 2024 marking the start of the holiday shopping season. It has grown into a global phenomenon, with retailers offering significant discounts both online and in-store. The event's name originates from the idea that it helps retailers move from "in the red" (losses) to "in the black" (profits) for the year.

It’s now a major event for both consumers and businesses, known for attracting large crowds and generating billions in sales worldwide.

A bit of history for you seeing you would never believe where Black Friday originally came from!

The term was first used by Philadelphia police in the 1950s to describe the chaotic day after Thanksgiving when the city became swamped with visitors for the annual Army-Navy football game. Police were overwhelmed by the crowd, traffic, and general commotion, and that's why they called  it “Black Friday."

Understanding Consumer Psychology on Black Friday:

How Emotions Drive Purchases and Strategies to Maximize Sales 👇

Now it is important to get inside the mindset of your customers and try to understand how they experience Black Friday - each one of us is a potential customer even if you are currently the one selling on Black Friday. The way I see it is that there is a lot to learn about consumer psychology and here you can find some ways to tap into the customer's psyche. 🧠

Based on what I’ve seen, purchases are often driven by emotion. Every year on Black Friday, I find myself browsing online knowing that the day itself triggers an emotion of excitement and wonder. I recall buying several items online a few years ago just before the holidays while keeping in mind how happy I'd feel to receive those specific items right before the holiday. I convinced myself I needed presents for the family and this took over my decision making!

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Below, we’ll cover three important strategies to help you drive traffic  👇

1. Embrace the Latest E-commerce Trends:

According to P3 Media- Black Friday is constantly evolving, and keeping up with consumer preferences is key.

Flexible Payment Options: "Buy Now, Pay Later" options are increasingly popular with budget-conscious shoppers. Offering this can improve conversions, as customers appreciate payment flexibility. This payment method aligns with the tendency to prioritize short-term satisfaction over long-term financial considerations.

I recall finding myself buying from one of my favorite brands just because they used this option - so I know for a fact it works!

Personalized Shopping Experiences: Shoppers value tailored experiences, especially during the overwhelming Black Friday season. Gift guides are a great way to help them discover products tailored to specific needs, such as “Gifts for Him”or “Top Picks for Tech Lovers.” This not only boosts customer satisfaction but also triggers a sense of connection to the brand, fostering loyalty and increasing the likelihood of a purchase. Personalization taps into the consumer’s desire for efficiency and a sense of individuality, leading to more meaningful and engaging shopping experiences.

We all want to feel heard and seen - this is exactly the way to do it!  

Custom Landing Pages: Creating targeted landing pages for each ad campaign or product category provides a seamless experience that can drive higher conversion rates. This also connect to the consumer's psychology seeing this approach makes consumers feel that the brand understands their needs, improving engagement and increasing the likelihood of conversion. It also reinforces a sense of value, making the shopping experience feel more efficient and personalized. I am certain that once the customer understands the offer this automatically reduces decision fatigue.

2. Optimize Marketing Campaigns for Black Friday:

As Ptengine mentions there are ways to attract and retain customers, so let's take a looks at some of these tactics.

Create a Sense of Urgency: Emphasize the limited-time nature of your offers with countdown timers and scarcity messaging. Ads that show urgency tend to perform well on Black Friday, as they encourage quick action. Human nature often drives us to want what seems out of reach, especially when there's a sense that something is running out.

This psychological tendency makes consumers eager to act quickly, fearing they might miss out before it's gone.

Use Influencers to Expand Reach: Partnering with influencers who align with your brand allows you to reach a larger, highly engaged audience. Choose influencers whose followers align with your target demographic, and consider giving them exclusive discount codes to share with their followers. This draws on the psychological need for connection and belonging, as people often mirror the behaviors and choices of those they follow, especially when it aligns with their personal values or lifestyle.

That is why it is so important to reach out to these influencers before they close with other brands - see what I did there 😉 Hence urgency!  

Retarget Abandoned Carts: Retargeting campaigns are crucial during Black Friday to remind shoppers who may have abandoned their carts. Automated emails or ad retargeting can be a gentle nudge to help close the sale. By re-engaging potential customers, retargeting leverages the psychological principle of familiarity, creating a sense of urgency or FOMO (fear of missing out).

Consumers may be more likely to convert once reminded, as the product is already in their awareness, reducing decision-making friction.

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3. Focus on Conversion Rate Optimization:

With a boost in traffic, making sure your site is optimized for conversions is essential.

Mobile Optimization: With a significant portion of online shopping done on mobile, a seamless mobile experience is non-negotiable. Ensure your site is responsive, loads quickly, and offers a user-friendly experience across all devices. This might seem like a given but you would be surprised how many times businesses fail to test their UX/UI before launching.

By ensuring a effortless mobile experience, businesses connect to consumers' desire for efficiency, which increases their likelihood of staying engaged and completing purchases.  

Site Speed and Performance: Shoppers won’t wait around for a slow-loading page, especially on Black Friday. Prioritize speed by compressing images, minimizing code, and leveraging fast hosting. Slow-loading websites cause frustration, increasing the likelihood of abandonment. Consumers tend to have low patience and expect immediate results; delays can trigger negative emotions, such as annoyance or distrust.

This is something we have all experienced and based on what I have seen, this not the way sales have been made!

Reduce Friction at Checkout: A smooth checkout process can drastically reduce cart abandonment. Simplify steps, offer guest checkout options, and make sure you accept a variety of payment methods.

A smooth, quick, and easy checkout process makes consumers feel more confident and secure in their decision, decreasing anxiety.

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In conclusion, understanding consumer psychology on Black Friday is crucial for driving sales. Emotions like excitement, urgency, and the desire for a good deal heavily influence buying decisions. ❤️🩹

Bonus: An article out of Wired speaks about Cyber Monday so let’s see if you can set yourself up for success and implement these steps to help your customers after Black Friday!  

Want more marketing strategies? Discover them here! Scrolling Media 😎

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