Did you know that one in five Europeans starts thinking about Christmas presents as early as late summer? Around the holidays, two days, in particular, stand out for shopping: Black Friday and Cyber Monday, or BFCM for short. These days are well-known for offering the best deals, making them crucial for both shoppers and retailers. However, with thousands of online stores competing for attention through discounts, vouchers, and special promotions, it’s essential to stand out. With the rise of Artificial Intelligence (AI) and advanced integrations in the Store.icu shop system, retailers now have powerful tools to prepare for BFCM. But what exactly does BFCM entail, and which tools can help you drive sales and inspire customers to find the perfect gifts? Here are five tips to get you started.
In the U.S., Black Friday isn't just a day for post-Thanksgiving sales. It's seen as the kickoff to the Christmas shopping season, where many Americans start buying gifts both online and offline. Black Friday 2023 falls on November 24. While it’s a more recent phenomenon in Europe, Black Friday has gained popularity rapidly. Many retailers extend their offers for an entire week, known as “Black Week” or “Black Friday Week.”
In 2021, it was established that the term “Black Friday” is not legally trademarked, allowing European retailers to use it freely in their marketing. This is a huge relief for many businesses, as they can now fully capitalize on the high search volume tied to the event.
After the success of Black Friday in physical stores, U.S. online retailers introduced Cyber Monday. It follows the Thanksgiving weekend and offers deep online discounts. In 2023, Cyber Monday falls on November 27.
Thanks to American companies like Amazon, this trend has also taken root in Europe, with Amazon kicking off an entire “Cyber Monday Week” of deals.
BFCM is primarily about discounts on select products. One of the first steps is to identify which products to feature in your promotions. Focus on your bestsellers and items that are frequently purchased as Christmas gifts. Review sales trends from previous years to see which products perform well during the holiday season and include them in your promotions. Additionally, Black Friday and Cyber Monday are great opportunities to clear out old stock by offering it at discounted prices.
Your promotions are only effective if customers can easily find them. Make sure your Black Friday and Cyber Monday deals are prominently displayed in your store. Consider adding an image slider or gallery to your homepage and sub-pages to highlight special offers.
You can also create a dedicated page for your deals, guiding customers directly to your best promotions. Don't forget to clearly communicate product availability and shipping details.
During the busy holiday period, make sure you have sufficient resources to handle increased orders and returns. To avoid disappointing customers, clearly communicate the final date for ordering to ensure delivery before Christmas.
Remember, the Christmas season in eCommerce is often just a short break before the flood of returns and exchanges starts. Many customers spend gift money after Christmas, and returns of unwanted gifts also spike.
For a streamlined process, consider using apps like Billbee to automate order processing and shipping labels. Try Billbee for free with Store.icu for three months until October 31—find out more on our website.
To attract new customers, Google Shopping Ads can be an effective tool for running ads that are optimized for Black Friday. With Store.icu’s integration, you can place product ads directly from your store across Google Ads platforms. By investing €400 in your advertising budget within 60 days, you’ll receive an additional €400 from Google, essentially halving your costs for your holiday marketing campaigns. Check out our blog post for more details on how to set up Google Shopping ads in your store.
For existing customers, newsletters are a great way to build excitement in the weeks leading up to BFCM. Tools like CleverReach make it easy to send out professional newsletters announcing your upcoming promotions.
To avoid legal warnings, especially with increased competition, ensure your discounts comply with current regulations. Since May 2022, a new rule regarding price reductions requires businesses to reference the lowest price within the last 30 days. This regulation helps prevent misleading discounts, which is especially important during BFCM. For more details on how to correctly display discounts in your store, check out our blog.
AI tools like ChatGPT allow you to quickly adapt product descriptions for BFCM, with the added benefit of optimizing them for search engines. By the end of 2023, Store.icu will integrate AI-powered features directly into the shop system, enabling you to create product descriptions and meta tags even faster.
Instead of guessing which ads will perform best, tools like AdOptimizer can analyze real-time data to offer recommendations, maximizing your advertising ROI for Black Friday.
Consistent, attractive branding is essential for any successful campaign. DesignAI allows you to create professional graphics in minutes, while Copy.ai helps you craft compelling sales copy that resonates with potential customers.
Want to explore more AI tools? Check out our blog post on free AI-powered programs. Be sure to subscribe to our Store.icu updates to stay informed about new AI features coming soon!
