EN
Black Friday has its roots in the United States and has evolved over the years to become one of the most important commercial dates in global retail. The history of this event dates back to the mid-20th century and is associated with the start of the Christmas shopping season, marked by the Thanksgiving holiday.
In various physical stores, lines began to form in the early morning, and Friday became synonymous with the "shopping rush." With the growth of e-commerce starting in the year 2000, the event expanded worldwide and now lasts almost the entire month of November, changing consumer habits on this date as well. According to a Nielsen IQ survey, in 2023, 44% of consumers in the U.S. did not wait until the day of the event and took advantage of early Black Friday offers.
According to a Forbes article, sales in the U.S. during the main week of the event in 2023, including the five days after the Thanksgiving holiday, increased by 7.8% compared to the previous year. Sales during the month of November rose by 7.3%, and more than half (60%) of that value was driven by five categories: electronics, clothing, furniture, groceries, and toys.
This powerful retail event can boost businesses and increase brand presence, making it an important opportunity to expand the customer base. However, a lack of planning can significantly compromise the success of actions and generate negative impacts on the brand image.
Adjusted cash flow: Review the cash flow, including projections of demand, expenses, and revenues during and after Black Friday, to maintain liquidity and avoid surprises.
Budget for discounts: Calculate in advance the financial impact of discounts. Set limits to ensure that the increase in sales does not excessively reduce profit margins.
Sales and demand projection: Base your estimates on sales data from previous years and market trends to estimate demand. This will help define how much to invest in inventory and promotions.
Negotiation with suppliers: Negotiate better terms with suppliers, such as delivery times and competitive prices, to ensure products are available throughout the season and minimize stockouts.
More liquidity through credit: Consider credit lines and financial solutions that offer greater liquidity to support increased inventory without compromising cash flow.
Targeted ads: Use paid ads on social media and Google Ads focused on your target audience. Leverage remarketing to re-engage people who visited your site or abandoned their cart.
Personalized email marketing: Start a series of emails for existing customers with "sneak peeks" of the offers. Use countdown emails to generate expectations.
Partnerships and influencers: Consider partnerships with influencers who connect with your audience. Promotions in live streams can engage a lot and boost sales.
Marketing campaigns on social media and Google Ads require linking credit or prepaid cards to operate. When the card limit is reached, the campaign may be interrupted, directly impacting sales.
🗒️ Tip: With Jeeves corporate cards, your campaigns run without interruptions. Jeeves allows you to create multiple cards and manage limits in real-time, ensuring that your marketing actions continue full steam ahead, with no risk of unexpected halts.
Navigability: Ensure your website is optimized for speed and that product pages load quickly, avoiding any customer frustration.
Responsive design: Consider investing in an interface that facilitates purchases on mobile devices, ensuring a seamless experience for mobile shoppers.
Payment methods: The checkout process should be simplified, with as few steps as possible to complete the purchase. Additionally, provide a wide range of payment methods, including credit and debit cards, bank transfers, BNPL (Buy Now Pay Later), and digital wallets.
Clear communication: Customer relationships do not end with the purchase. Providing efficient post-sale service is essential to ensure a positive experience and retain new consumers gained on Black Friday. Send purchase and delivery confirmation emails with clear information regarding delivery data, exchange and return policies, which helps build trust.
Customer Support: For resolving issues or questions about orders, it is important to offer an accessible and fast channel for customer service.
Satisfaction follow-up: Send thank-you emails and satisfaction surveys to understand the customer's experience and identify areas for improvement, as well as offer discounts and benefits that encourage repeat purchases.
Logistics cost calculation per product: It’s a fact that customers love free shipping, and this influences their purchasing decision. However, prepare for increased shipping and packaging costs during this time. Consider partially passing on the shipping cost to the customer or creating a price range for free shipping, optimizing the purchase value.
Negotiation with logistics operators: During this period, carriers may negotiate special terms for companies anticipating a large volume of orders. Make agreements in advance, but rely on trusted partners to avoid damaging customer experience and your brand.
Real-Time monitoring: Track sales metrics, website visits, and campaign performance to make adjustments during the event if necessary.
Post-Black Friday study: Evaluate what worked and what was not as effective. This data is essential for planning next year and understanding customer buying behavior.
All these practices can make a difference and provide a positive experience for both customers and your business, strengthening the brand image and fostering new customer loyalty.
Jeeves offers comprehensive financial solutions to help your company achieve maximum performance this Black Friday.
With a platform that optimizes financial management and streamlines payments to suppliers, we ensure your inventory is always stocked to meet high demand. Additionally, Jeeves provides unlimited and free corporate cards, ideal for covering all expenses in a practical and efficient manner, including those related to digital marketing campaigns. This way, your brand gains momentum and maximizes sales opportunities, enhancing your business success during one of the most competitive periods of the year. Discover our solutions!
%201.svg)