The massive holiday shopping season of Black Friday, Small Business Saturday, and Cyber Monday represents a huge opportunity to lock in sales results for businesses and retailers. For many businesses, it also represents a quarter to half of their overall sales volume for the year.
So just how much do consumers spend during the trifecta of retail shopping weekend? According to The Balance.com, In 2017, Black Friday and Thanksgiving shopping ballooned to a $7.9-billion experience, which is 17.9 percent more than the year before. Mobile spending alone reached over $1-billion dollars on Black Friday. Holy sales spike, Batman…that’s a lot of shopping going on!
What’s more, insiders are predicting that this trend will continue and that soon, this weekend will become a trillion dollar holiday weekend. Talk about an annual boost!
Even though it’s October, there’s still time to rally and get your business ready to excite your customers and grow your bottom line during the annual holiday shopping weekend.
So gather your elves and let’s get to work planning your email marketing strategies so we can get your business ready for the holiday shopping weekend!
When is the Best Time to Send Emails
There will no doubt be a lot of competition leading up to and during the holiday weekend. When it comes to your email sending strategy, you should start sending your holiday announcement emails on November 1st. These emails can be fun and flirty, teasing your customers about the sales opportunities that are on the way.
This will get them excited and put your company on their list of places they want to check out. As we get closer to the weekend, share more and more of what you’ll be offering (i.e. specials, events and activities, loyalty offers, etc.). Holiday shoppers will be finalizing their lists and laying out their strategies for which stores and businesses they want to visit…and you want to be on that list!
Don’t forget to also create an email blast strategy that will cover you on Black Friday. Send out flash sales and exclusive invitations during the day to help spur on consumer engagement. To catch consumers when they are most likely to be looking, schedule your emails to go out at 10:00 am, 12:00 pm, and 4:00 pm. Research shows that these times have the highest open rates during the Black Friday event.
Prepare Your Deliverability Game Plan
Now that major players like Wal-mart and Best Buy moving their efforts online during the holiday shopping weekend, you need to make sure your email game is on point!
Take time now to prepare your marketing emails, test your email deliverability, and audit your email lists so you’ll be ready for the weekend. You’re only going to get one shot to reach your target audience during the holiday shopping event, so make sure you’re ready!
If your email lists aren’t clean and you haven’t tested your emails beforehand, you may find that your emails end up in the spam folder and that your businesses will miss out on a lot of amazing sales opportunities.
Check out our blog on Small Business Saturday for more information on how to prepare your business for the holiday shopping weekend and download our Guide on Email Deliverability to ensure your business is ready to rock it!