You are looking at your calendar and are starting to feel the excitement - the biggest shopping event of the year is almost here! If you are (for now) a smaller scale business or upcoming Shopify store - we understand how this online shopping frenzy might leave you feeling worried. Most likely, you are wondering if you are just as prepared as all those big commerce names out there. Good news is - you don’t actually have to be doing (or spending) the same as them to be successful. All customers love a good promotion. You just need to make sure yours shines through.
In this article, we will be sharing 6 tips on how you can stand out during BFCM season without going overboard on your budget. Let’s get into it!
Offer early access to loyal customers
No one loves you more and is excited for your promotions than your loyal customers. Try to shift your thinking from acquiring new buyers at all cost, to nurturing your current customer base and aiming for a recurring purchase for Black Friday.
You can do so by utilizing marketing tools which allow for greater segmentation and personalization, like email marketing and SMS marketing. They give you a chance to craft a personalized promotion message - be creative with it!
Next, create a custom audience from customers like:
- Big spenders (Highest Order Value)
- Customers who order frequently (Repeat Orders Rate)
- Longtime active customers
These are great audience segments to profit on as they already know you and like you. Reward their loyalty and interest by offering them early access to your Black Friday promotion, extra discount code (if your profit margin allows it), free gift, or whatever fits your product category.
Offering this perk not only boosts customer satisfaction but also brings in sales before the competition heats up.
Create exclusive Black Friday bundles
If you are an ecom store wondering how to win buyer attention - bundles and sets are a tried and true way. They create a feeling of saving big while increasing the average order value (AOV). All you have to do is figure out the perfect promotion bundle. One way to do so is by stacking together complementary products, or products which are frequently used together.
If you are unsure what your bundle should consist of - just look at your order data. Look out for products which are bought together, bought in bulk, or any other customer pattern you can find. Your customer purchase behavior will be useful to you outside of Black Friday so it makes sense to spend some time on this.
Then again, if you are already making use of bundles - try out a new combo. Make sure it’s extra discounted, in stock, and ready to be shipped.
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Collaborate with other small businesses
Teaming up with other businesses for Black Friday is an approach which requires more planning but can benefit you down the road. Think about partnering up with other merchants who can complement your product catalog or service list. Or - embrace your creative side. Think of smart ways to partner up and create cross-promotions. This will expand your customer base and provide additional value.
For example, an online merchant selling T-shirts with fun quotes and designs can partner up with another brand or creator and offer an exclusive design line, just in time for Black Friday. The two customer segments can join forces and boost sales both ways if a well-thought out profit strategy is in place.
Cross-promotion benefits everyone involved by increasing exposure and boosting sales, as long as your partnership makes sense to the customer. This collaborative approach will help your business stand out, and offer something unique to your customers.
Just this once: think micro
To clarify - think micro influencers. Look for smaller creators closely related to your products and reach out in time to foster a connection. Chances are their audience is more closely connected and loyal - perfect for small businesses looking to gain some attention without spending a fortune.
The first step is to identify the right creators. Explore their socials and look for key engagement metrics such as like count, comments, tags. Use tools like Upfluence, AspireIQ, or even Instagram search by hashtags to find someone who would fit your criteria well.
Once you decide who you want to work with - think how best you can monetize their audience. This can be via giveaways, promo codes, limited time offers. In fact, combining a promotion with an urgency tactic can drive even more sales, when done correctly. Check out our thoughts on how urgency and FOMO can increase conversions during Black Friday.
Black Friday doesn’t have to be on a Friday
Step outside the traditional timeline. You get to choose when your Big Day is. In fact, in this way you are giving yourself the opportunity as a business owner to plan your inventory, shipping situation, marketing strategy, when to walk your dog, and whatever else you need for a smooth, problem free promotional day.
Apart from comfort - it can also give you a competitive edge. While global brands are buying out ad inventory, filling feeds and inboxes, having your own separate BF event can help your voice stand out.
By creating your own space in the crowded Black Friday market, you give your brand a chance to be heard. By combining this tip with the ones mentioned above, you are set to create a memorable, personalized shopping experience for your customers.
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Tip we would give to a friend: Be yourself 💛
Stick to your authentic brand image and identity. If you’re a small business, focus on being recognized and remembered by your loyal customers and curious onlookers—those "lurkers" who’ve been following your journey but haven’t placed an order yet. Instead of trying to impress and attract new customers who might only buy once and disappear, use Black Friday as an opportunity to deepen your connection with your existing audience.
Black Friday is the perfect time to show off everything that makes your business special: your brand’s personality, your product’s unique features, and the customer experience you’ve worked so hard to refine. Highlight what you do best and trust the marketing strategies that have consistently delivered results. Think twice about blindly chasing after trends and tactics.
Remember, huge promotional events like BFCM aren’t the best time to experiment. It’s easy to feel pressured to test out unproven marketing hacks or craft messages that feel out of sync with your usual tone, but resist that urge. Stick to what aligns with your brand and resonates with your audience. Believe in your business, trust the work you’ve done, and don’t let the overwhelming noise of the competition discourage you.
Conclusion
We understand how Black Friday can be overwhelming, especially for small businesses navigating a wave of promotions from big-name competitors. If you are just starting out, don’t be discouraged by this but rather use it as an opportunity to be creative. You have plenty of ways to make an impact without overstretching your budget.
Stay true to your brand, your customers, and the values that got you here in the first place. Black Friday doesn’t have to follow a one-size-fits-all formula. It’s your chance to do things your way and make a lasting impression on your customers.
At Consentmo, we are on a mission to help every Shopify store succeed with their business idea. Our job is to take care of your store compliance so you don’t have to worry about legal lingo. Consentmo offers simple solutions to help Shopify merchants comply with privacy regulations, making sure your store runs smoothly and legally during the busiest shopping days of the year. Also - we are having a Black Friday sale of our own!
Good luck, and here’s to a successful Black Friday for your growing business! 🎉
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