These days, Black Friday and Cyber Monday are just as much associated with the kickoff of the holiday season as turkey and pumpkin pie.
According to research by Deloitte, the average American consumer now spends about $500 during the week of Black Friday and Cyber Monday — with numbers steadily increasing over the past few years.
Launching Black Friday and Cyber Monday deals can make all the difference if you want to drive more sales this holiday season.
And if you’re wondering when to start planning your holiday marketing strategy, it’s now.
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Is There Any Difference Between Black Friday and Cyber Monday?
Traditionally, Black Friday occurs on the Friday following Thanksgiving in the United States. Cyber Monday, on the other hand, occurs on the first Monday after the holiday.
Despite both events occurring near the start of the holiday season, there are some notable differences between Black Friday and Cyber Monday to keep in mind as you develop your business’s marketing and sales strategies.
Cyber Monday is all about online shopping.
Compared to Black Friday deals, which mostly take place at physical retail locations, Cyber Monday deals are offered exclusively online. While it’s true that some Black Friday deals may also be offered online, the main focus is on brick-and-mortar.
For consumers who shop for Cyber Monday deals, this means no waking up at the crack of dawn to venture out, fight through crowds, and wait in long lines. All their shopping can be done from the comfort and convenience of their computers, tablets, or smartphones.
Cyber Monday deals are only available for hours (or minutes)
While it’s not uncommon for Black Friday deals to sell out quickly, Cyber Monday is essentially designed around the concept of “lightning deals”. They’ll expire after a certain amount of time or when a specific amount of inventory sells.
This can inherently generate a greater sense of urgency for consumers to make quick buying decisions.
Comparison shopping is easier on Cyber Monday
Still, today’s consumers are savvy when shopping for holiday deals. On Cyber Monday especially, you can expect consumers to shop around for the best deals using any of the various comparison tools available. CamelCamelCamel.com, a free Amazon price tracker, is a popular choice.
How to Sell More During Cyber Monday
With these key differences in mind, having separate strategies for Black Friday and Cyber Monday is a must. So, what are some practical ways to sell more during Cyber Monday 2023?
Make sure your website is optimized for mobile
A responsive website is perhaps more important on Cyber Monday than on any other day of the year. If your site cannot be easily navigated and used on any mobile device, you’re going to lose out on sales.
That’s because smartphones now account for more than 87% of eCommerce sales—and that number is only expected to rise.
Likewise, if your site isn’t optimized for mobile, your marketing campaigns will suffer.
Search engines like Google “punish” websites that aren’t optimized by ranking them lower on the results pages. It becomes even harder for potential customers to find your site in the first place.
Generate buzz with strategic marketing campaigns
Ideally, you’ll spend the weeks and even months leading up to your Cyber Monday sale getting the word out about the special deals and promotions your brand is offering.
The idea here is to build suspense and generate buzz around the upcoming deals. Get consumers more excited and eager to make purchases once Cyber Monday rolls around.
So, how can you generate excitement around your Cyber Monday campaign? Consider ramping up your email marketing, social media marketing, and content marketing. Highlight promotions and offer special “sneak peaks” of some of the deals you’ll be offering.
Paid search ads can also be effective, especially if you’re targeting the right keywords in your campaigns.
Make sure you’re prepared for the demand
What is the worst mistake you can make? Not being prepared for your Cyber Monday marketing strategy to actually pay off.
Your website’s server will likely see more traffic on Cyber Monday than on any other day of the year. Make sure it’s reliable and that it can handle the traffic without slowing down or crashing. Likewise, make sure that you have enough inventory prepared to sell out — and that you’re ready to fulfill and ship orders as they come in.
Get Ready for Black Friday and Cyber Monday Early
It’s never too early to start thinking about your brand’s Black Friday and Cyber Monday strategies. Successful marketing teams are thinking about and planning for the holiday sales season year-round.
Now is a good time to start thinking not only about what your deals will look like come this holiday season but which strategies you’ll use to spread the word about your special deals and promotions.
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With some careful planning and foresight, your brand can capitalize big time on the holiday shopping season. Ultimately, it boils down to knowing your target audience, marketing to them effectively, and starting early.
Content marketing is one of the most effective ways to get the word out about your Black Friday and Cyber Monday deals. It’s probably time to start thinking about your email, social media, and other content campaigns.
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