“Black Friday” is the informal name for the Friday following Thanksgiving Day in the United States, which itself falls on the fourth Thursday in November. Thus, the day after Thanksgiving is considered the start of the year-end shopping season in the United States.
Black Friday has been the busiest shopping day of the year in the United States since 2005, and it’s a great bargain for consumers.
In Europe and in France, the Black Friday shopping day has appeared since the middle of the 2010s. Its impact has yet nothing to do with the madness it causes across the Atlantic, nevertheless traders and retailers.
French supermarkets have fully understood the benefits they could derive from such an event. We now see more and more brands posting promotions on their online site or in their point of sale. They see Black Friday as a unique opportunity to sell off their unsold stock for the current year. And when it comes to consumers, this global shopping event that takes place at the end of November is a godsend for buying Christmas gifts at attractive prices.
In this guide, we will see how to best approach Black Friday, in a year like no other, so that your e-commerce can fill up with customers and make the most of this unique shopping day before the Christmas holidays. year.
A year marked by the seal of the pandemic
There is no doubt that Black Friday will be completely different for traders this year. With social distancing measures and concerns about COVID-19, we expect a big drop in footfall at physical outlets.
Thus, depending on the hard to predict Argentina Email Address limitations and prohibitions that will be imposed on us in a few weeks, all stores in France should experience a drop in pedestrian traffic compared to previous years.
Guess who might benefit from it. This is of course e-commerce . However, all merchants and brands that already have online sales channels – and there are more and more of them – will be able to do well if they follow the right strategies.
So let’s see how your online business is going to get the most out of Black Friday 2020.
Prepare as early as possible!
Despite the COVID-19 situation, most people are still keen to shop this year-end time. But experts predict that the majority of them will start shopping before the fateful date of Friday, November 27, and do so online.
A recent study in the US found that this year, over 30% of Americans plan to complete their shopping for this holiday season before Thanksgiving even, while 27% plan to do so between Black Friday and ” Cyber Monday ”, that is to say the weekend following Thanksgiving and Black Friday. And surprisingly, only 17% of consumers think they are shopping on Black Friday itself.
Of course, we cannot compare the impact of Black Friday in the USA with what will happen in France. This event is still far from being anchored with us and the information given above therefore only presents a relative value.
Still, if you’re in the business of selling online, you’d do well to take an interest in these numbers, as Christmas is likely to have a few common characteristics. We obviously think of online shopping done in advance.
In short, you could consider Black Friday as a dress rehearsal before the big end of the year holiday party.
All this to say that if you want to remain competitive at the end of 2020, you will have to prepare as quickly as possible.
Strengthen your online sales system
There is no denying that most consumers will prefer to shop online this year. More than in previous years, to avoid crowds and exposure to COVID-19.
So all CEOs of major retail groups expect the vast majority of the infamous Black Friday “deals” (read: promotions / deals) to be done online this year, so physical stores can maintain the security protocols they have in place.
Therefore, you will need to implement a compelling digital sales strategy, following the steps below.
Make sure your site can handle the additional traffic expected
According to a business development consultant at AccountsPortal in the US, “Online retailers must be prepared to scale in order to handle peak traffic and sales before, during and after Black Friday.”
For your e-commerce, this means constantly investing in scalable technology that can help your online store deal effectively with spikes in traffic and sales. This needs to be prepared weeks or even months before the big event, which takes place on November 27 this year. But this reflection is obviously valid for Christmas.
If you haven’t already, perform a stress test on your ecommerce site. You’ll need to assess the speed, performance, and reliability of your online store, and then find ways to reduce load times without compromising the quality of the user experience.
Every second counts, literally. Industry data shows that a one second delay in the load time of a web page can lead to a 7% reduction in conversions.