Our website uses cookies

Cookies enable us to provide the best experience possible and help us understand how visitors use our website. By browsing Essential Retail Magazine, you agree to our use of cookies.

Okay, I understand Learn more

Feelunique execs offer retailers Black Friday tips

This year’s Black Friday is predicted to lead to the UK’s first £1 billion online shopping day. A relatively new phenomenon in the UK, Black Friday is on track to become a permanent fixture in the UK's pre-Christmas calendar, driven by the increasing global popularity of online shopping. It has pushed the Christmas sales period into November, providing consumers with a longer period for shopping, which retailers – both large and small – can take advantage of.

For retailers, Black Friday provides a good opportunity to increase sales volumes dramatically and gain new customers - provided that planning is in place. The halo of online sales around Black Friday is something which smaller retailers in particular can take advantage of. Some outlets have held back on Black Friday discounts because they are concerned it will impact their business by having to offer huge promotional reductions - but these retailers are simply missing a trick. By putting marginal reductions on top-selling products, retailers will see their volumes increase, given the days around Black Friday have a higher volume of traffic than many other periods of the year as customers look for bargains.

Black Friday also allows retailers to reach new customers who are surfing online for deals because of the ‘halo effect’ of increased traffic to websites. If targeted correctly, offers can draw customers in to make purchases they wouldn’t normally make. Last year, feelunique promoted a substantial discount on ghd hair stylers, drawing new customers onto the website who subsequently saw other reduced deals and made a first time feelunique purchase.

Although Black Friday can be a chance to tap into new customers, lack of preparation by retailers can make Black Friday a challenge rather than an opportunity. Here are our top five tips to make the sales period as successful as possible:

Black Friday is here to stay. Previously, customers did not buy until payday but times have changed: people spend during this period regardless of the promotions they come across because they associate Black Friday and the days around it with discounted spending. If prepared, retailers can capitalise on the phenomenon of Black Friday and increase their sales volumes instead of buckling under the strain, putting your customer relationships at risk, and by extension, your bottom line.