Cringe at the thought of running a Black Friday promotion? We understand the knee-jerk response – but the truth is, based on New Zealand spending trends, if you’re NOT running a Black Friday promotion in 2019 you’re missing out!
WTF IS Black Friday, Anyway?!
To the uninitiated, Black Friday started in the United States in 1952 and has been held every year since the day after Thanksgiving. In 2019, Black Friday will be Friday 29thNovember.
The Stats
Kiwis spent $442 million over the 2018 Black Friday weekend – up more than 85% from the $238.2m spent in 2017.
New Zealand Herald reported that, as of 2018, Black Friday was on par with Boxing Day in terms of the magnitude of spending.
Why Black Friday Works
We may not celebrate turkey day in NZ, but that doesn’t mean Black Friday is an irrelevant shopping holiday for Kiwis.
Why?
For starters, according to a report by Neilsen, New Zealanders are increasingly digital, with two-thirds choosing to shop online. We shop from both local and international stores – and we certainly take notice when overseas sales promise big savings!
The below chart, taken from Google Trends, shows the increase in searches on the term ‘Black Friday’ among New Zealand users over the past five years.
While being a nation of bargain hunters is reason enough to consider Black Friday marketing and promotions, combine that with the day’s proximity to Christmas and you’ll find that Black Friday really is a MUST DO if you own or operate a B2C business.
Kiwi shoppers have discovered – and wholeheartedly embraced – the Black Friday shopping phenomenon as a chance to do their Christmas shopping a little ahead of time while accessing discounts and offers not available in previous years.
Cashing In on Black Friday
While traditionally Black Friday has been all about price-slashing sales, you don’t necessarily need to discount your products to cash-in and drive revenue. Value-add offers can be just as effective in capitalising on holiday shopping event, so think about YOUR customers’ wants and needs and what may incentivise them to purchase.
Your campaign may be around a single offer – perhaps a voucher code emailed to your database, or a free gift promotion – but your campaign should include multiple touch points to engage and convert customers. It may include a combination of Facebook paid promotions, Facebook or Google remarketing ads, flyers or letterbox drops, a series of emails, a highly targeted Google Ads campaign, or a cross-promotion multi-platform campaign with a brand partner or aligned business.
Need a Hand? We Can Help!
Have you thought about your Black Friday offer, or how you’ll get it out to prospective customers? Do you need signage, flyers, digital ads or campaign copy?
Contact our team RIGHT NOW to book a strategy session or request a quote!