The Marketing Corner: Marketing Tactics for Black Friday

By Adele Lassere Created: November 9, 2012 Last Updated: November 9, 2012
Related articles: Business » Economy & Trade
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Whew! Where did the year go? It is almost gone and we only have the holidays left to punctuate 2012. While consumers are gearing up for time with their families and away from job pressures, marketers have made a list and now are checking it twice in preparation for the holiday shopping season to come into full swing!

Human beings are creatures of habit. Last year, consumers saw many bargains being offered by retailers. Well, they expect nothing short of that this year! Many consumers are anticipating finding great deals. While deals are great, there are also other stimuli that will encourage consumers to buy and not just window shop. Here are a few considerations:

Free Shipping—It is anticipated for online shopping to be even higher than a year ago. Free shipping offers value for consumers and can possibly be the difference between a purchase made with you or your competitor.

Discounts—Make sure any discounts being offered are really discounts that are visible to the consumer. Advertising huge discounts to drive traffic is one thing. But, if the consumer doesn’t see that it is truly affecting a price change, you won’t close the deal.

Coupons—This tactic of delivering a price cut is useful. Coupons are being redeemed at higher rates since the recession started. Great offers attract affluent wage earners too! Consider placing digital coupons as well as those in print. Digital coupons will help capture the tech savvy users who tend to skew younger.

Door Buster Sales—Having set times for sought after items assists in driving traffic in-store. Once you have these shoppers captivated, other discount offers could assist in keeping them shopping longer.

For the small-business retailer, consider using these tactics in your current holiday marketing plans. Many consumers will not only shop at big box and discount retailers, but will seek out the independent or small retailers too. Right now, gift giving can range from food, entertainment, clothing, jewelry, toys, books, and so on. Therefore, even the most niche retailers or restaurants can make a play for the dollars that will be spent over the next few weeks.

A few notations: Consumers will be researching online first, before they even step one foot inside a store front. Be sure to update your website with all of the latest holiday sale, product, and location information. If you will have kiosks set up in major shopping malls, be sure to mention that and your hours of operation. While Black Friday is always a preferred shopping day, ensure that your website is updated again for Cyber Monday. Many consumers will be back online to surf for any remaining gifts and/or deals!

Adele Lassere is a marketing/advertising consultant with 20+ years of experience, freelance writer, and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners,” available at Adele was listed on Black Enterprise’s 2011 Top Execs in Marketing & Advertising. Contact:

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