Make profits with Black Friday and Cyber Monday deals

By James Dewes | Thursday 10th October 2013

Black Friday & Cyber Monday

Black Friday and Cyber Monday are monster events in US retailers’ calendar, but UK retailers have the chance to profit, too.

These are peak season events that occur at the end of November and the start of December, and when we reach that time, the Festive season retail steamroller is well and truly underway.

Internet watcher ComScore reports that in 2012 $1.042 billion was generated on Black Friday and $1.46 billion on Cyber Monday.

This kind of spending reflects a significant increase in surfing, and buying, as shoppers hunt the web looking for deals on Christmas presents.

See ComScore’s report on spending over the weekend in this article: http://www.comscore.com/Insights/Press_Releases/2012/12/Cyber_Monday_Headlines_Cyber_Week_as_Three_ Individual_Days_Eclipse_1_Billion_in_Online_Spending

Background to Black Friday & Cyber Monday

These two dates are bookends to a whole weekend of shopping, but they are the two biggest spending days.

Black Friday is the day after the US Thanksgiving celebration, the fourth Thursday in November. In 2013, that’s the 29th of November. Cyber Monday is the Monday following that, in 2013 that’s the 2nd of December.

They are definitely US events, but for some years we have begun witness UK-based retailers slash prices and offer deals at this same time.

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This weekend of spending generates countless blog posts and news items, but one of the best comes from Search Engine Watch: http://searchenginewatch.com/article/2230661/Black-Friday-Cyber-Monday-PPC-How-Did-Retailers-Prepare .

Peak Season Advice for UK Retailers at Black Friday and Cyber Monday

James Dewes, from the Marketing Solutions team here at Summit, works closely on retail preparations for peak season, and has developed the following recommendations for UK retailers planning to get the most out of Black Friday and Cyber Monday.

Tip 1: Plan your Communication Strategy and Make Customers Aware

  • Start your PR campaign early to reach out to customers
  • Plan bold, headline deals to draw customers in
  • Make sharing deals on social media simple
  • Give your affiliate network plenty of warning to get the most out of partners
  • Use Retargeting to build your list early and use it to spread targeted offers on the day
  • Tip 2: Plan your stock and serviceability

  • This is a simple one – but absolutely vital: Ensure you have sufficient stock levels
  • Watch our other Peak Season Videos



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