Ah, Black Friday. No matter how you feel about it—whether you're camping outside a store the night before, or locking yourself in your home to avoid the crowds—we retailers and marketers cannot deny the prevalence of shoppers who choose to brave the tiny aisles for enormous discounts.
While many consumers Black Friday to be "out of style," these bargain hunters still comprise 22% of holiday shoppers. Other than their willingness to fight other shoppers for a good kids' bicycle, they're set apart from other shoppers because of two key factors. We've listed them here, along with tips to especially appeal to nearly a quarter of your shoppers.
They're the most well-informed consumers in the holiday market.Black Friday shoppers have taken a lot of time to research each product and brand that they have in mind. They carefully consider product reviews and ratings, all in order to make sure they're receiving the lowest price on gifts while still ensuring quality. If they find a cheaper product that generally matches the quality and appearance of their desired product, they will switch brands without a second thought. Remember: the goal is to get the lowest prices on gifts as possible.
They're actually quite open to mobile shopping.
Since their mobile searches for "Black Friday" increased 80% last year, now is the perfect time to start mobilizing your Black Friday strategy. After all, if they spend a significant amount of product hunting on their phones, wouldn't they be willing to make a purchase on their phones?
Here are a few tips to help you get ahead of the busiest Friday of the year:
- Capture their attention early. You don't have a lot of time, so start advertising aggressively via email and push notifications.
- Start advertising your app on your social channels. Since mobile is a prominent source of traffic for social media, it only makes sense that mobile users will be enticed by social media ads.
- Introduce them to one of the most fun features of an app: the favorites list. This allows them to star products to keep in mind and in view on the app.
- Employ automated push notifications to update them on the sales on their favorite items. The Shopgate admin is already equipped to do this; you just have to turn this feature on.
- Notify them immediately of sales and new products to keep their attention on you.
These are all excellent tips for online-only stores that have mobile apps, but did you know you can also app-timize your brick-and-mortar store? If you have an app, allow your customers to buy online and pick up in-store. This will barely make a dent in the busy Black Friday shopper's overwhelming schedule. You can also allow customers to pay in-store via the digital wallets and credit cards equipped in their apps. This will cut down on long lines and crowded stores for you and your retail associates.
Black Friday is no longer just about Friday. Since it's grown into a multi-day phenomenon, there's no reason for you to let your mobile strategy go for even one moment. Capture the Black Friday shopper's attention, and you'll reap the benefits.
Ready to make the most of your holiday mobile strategy from Black Friday to the new year?
Download our free 2018 holiday guide!
Author: Casey Gannon
Vice President of Marketing | Casey is an experienced tech marketer, driven to develop marketing strategies that blend traditional techniques with emerging technology. With over ten years of experience in mobile, she believes that mobile apps are the modern solution in helping retailers directly connect with and impact consumers. When she's not looking ahead to the next opportunity, Casey is a busy mom, soccer player and adjunct professor at her alma mater, St. Edward's University.