Black Friday Sales Strategy Part 2

Black Friday Sales Strategy Part 2 Run your sale too long, and shoppers hesitate. Make it too complicated, and they leave. In Part 2, Brooks and Corey Reid, on/Sight’s Chief Growth Officer, explain how to plan a Black Friday and Cyber Monday sale that’s short, simple, and urgent. In this episode: When to start: why the strongest window runs from the Monday of Thanksgiving week through Cyber Monday, and why extending a sale past that can look desperate Change the offer each day: feature a different product or collection every day so you have something new to email about and shoppers keep coming back Keep the offer simple: if it takes two paragraphs to explain, shoppers won’t understand it, and complicated tiered discounts are hard to set up No midnight launches: schedule your sale ahead of time instead of having your team switch it on at midnight on Thanksgiving Don’t advertise a discount almost nothing qualifies for: an “up to 70% off” email with one item at 70% off costs you shoppers’ trust Set a revenue goal and work backward: use your conversion rate and average order value to see what you need to hit it Choosing a discount: start with your gross margin, don’t count on holiday buyers coming back next year, and test percent-off against dollars-off in your emails now If you missed Part 1, start there. It covers the product page, simplicity tests and compare-at pricing. Questions or a topic you’d like us to cover? Email [email protected]. Repeat Purchase is a podcast by on/Sight about growing ecommerce brands, with practical episodes for Shopify merchants.