Are you getting ready for Black Friday 23 November?

Are you getting ready for Black Friday 23 November?

South Africa’s foray into the Black Friday frenzy, which is one of the most important pre-Christmas shopping days in the USA marking the beginning of the holiday shopping season – saw both retailers and consumers take to this new marketing trend – and this year should prove to be bigger and better.

South Africa’s foray into the Black Friday frenzy, which is one of the most important pre-Christmas shopping days in the USA marking the beginning of the holiday shopping season – saw both retailers and consumers take to this new marketing trend – and this year should prove to be bigger and better.

Although started only a few years ago, according to Bankserv, Africa’s largest automated payments clearing house, 4,7 million card transactions were processed for Black Friday 2017. That’s R2.5 billion worth of card transactions. According to the survey the most expensive single transaction for Black Friday was valued at R1 million. The highest volume hour for transactions for both Black Friday and Cyber Monday was between 4pm and 5pm, pointing to product and price spurring people to rush in after work.
Based on the premise that 50 percent of holiday shoppers start researching gift ideas as early as October or even earlier, the idea of promoting Black Friday specials early both on-line and in store is important to generate the necessary hype for that all important date and beyond to Cyber Monday.

With online playing such an important role in pre-promoting the event experts suggest a special Black Friday landing page that has a countdown clock and that personalised communication starts early to make your brand and offerings top-of-mind. The key to the success of Black Friday lies in convenience – if it’s in the bricks and mortar arena, creating the ‘call to action’ to be the first in line for specials is crucial; if it’s online sales, having efficient ordering and delivery mechanisms in place to ensure a seamless order-to-door service.

Linking Black Friday to the holiday season is also crucial as you want to retain those customers and encourage them to continue to shop through to Christmas. By giving consumers a good Black Friday experience, you can then lock them into carrying that shopping momentum through to Christmas and beyond.