Black Friday is one of the most exciting days of the year for consumers.
Many shoppers consider Black Friday a cultural event since the experience of braving crowds at the mall or scoring great deals from online shops can definitely be unforgettable.
Unfortunately, many business owners are not as excited as shoppers are during Black Friday.
Some high-end retailers, in particular, may be hesitant about joining this event since they rely on exclusivity and brand prestige; the massive discounts they offer can dilute that sense of uniqueness.
But brands, including those in the luxury niche, don’t have to be apprehensive about taking part in this yearly event. Black Friday is a multi-billion-dollar phenomenon that gives you the chance to increase your revenue.
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Source: Queue it
According to Forbes, “Adobe Analytics reported a record $9.8 billion in Black Friday online sales, up 7.5% from 2022, not accounting for inflation.” These figures make it hard to ignore and not be part of this massive event.
Maintaining Your Brand’s Exclusivity During Big Sales
For luxury labels looking to boost their sales during Black Friday without sacrificing their brand’s much-coveted status, keep these strategies in mind:
1. Improve your customers’ shopping experience
Giving your customers a smooth, glitch-free shopping experience ensures you stay true to your brand’s exclusivity. Below are some things you can do to implement this strategy:
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Review your website. Make sure it is mobile-friendly, offers seamless navigation, and loads quickly regardless of which device the shopper uses. Do the same for your app.
According to Think with Google:
“Results showed that a mere 0.1s change in load time can influence every step of the user journey, ultimately increasing conversion rates.”
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Improve your platforms’ visual elements. They should have a sleek, intuitive design and eye-catching, high-quality images of your products.
According to BusinessWire, “When shopping online for clothing or furniture, more than 85% of respondents respectively put more importance on visual information than text information.”
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Enhance the checkout process. Make sure shoppers can complete their purchases, apply discount or promo codes, and look for other items they may be interested in quickly.
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Prepare your payment systems for high traffic. In addition to streamlining the checkout process, implement load balancing, conduct pre-event testing, and have redundant systems in place to prevent crashes and slowdowns.
Also, consider integrating AR or VR technologies to give customers an enjoyable way to visualize themselves wearing your products. These features can make your shopping platforms stand out more.
Most importantly, don’t forget to have a FAQ section about your shipping process. Some of the quiet luxury brands take this very seriously and have the information accessible to everyone. The simpler the FAQ section interface is, the fewer support messages your brand receives, especially during discount seasons.
Rue Sophie, a quiet luxury women’s clothing brand, went the extra mile to draw a noteworthy example of simplicity:
Source: Rue Sophie
2. Take exclusivity to the next level
Black Friday is about giving shoppers discounts, bundles, and other promos. You can do this without worrying about compromising your brand’s exclusivity by offering it to only a limited number of customers.
Offer exclusive discounts and limited-time or edition bundles to your VIP or most loyal customers. Send them emails or direct messages informing them of the opportunity to score great deals on Black Friday.
You can also offer these deals to shoppers who sign up for early access. Provide instructions on how to do this on your website, app, and social media channels, but share the details for a limited time only.
Keep track of the customers who signed up to ensure you only have a limited number to maintain that air of exclusivity.
If you still decide to publish the information about discounts on your website, make sure that customers who pay more get more!
For example, LFC didn't hold back when it came to publicly announcing its Black Friday discount. However, they made sure that the LFC Super Sale Week is the most profitable for people who spend more.
Source: LFC
3. Provide personalized shopping experiences
Impress your customers with one-on-one virtual styling, curated product recommendations, exclusive previews of upcoming collections, and other personalized services.
A simple tip is to send personalized emails and direct messages to your customers to make them feel valued without compromising your exclusivity. After all, quiet luxury brands are masters of personalization, which means this strategy is still in line with your standing.
Use your CRM or Al algorithms to know your customers’ purchasing history and recommend products they may be interested in. You can also utilize this information to offer special bundles that appeal to them.
4. Collaborate with luxury fashion or lifestyle influencers
Instagram, Facebook, YouTube, TikTok, and other social media platforms are powerful arsenals essential for a luxury brand’s digital marketing campaigns.
Collaborating with the right influencers can help you maximize the potential of your marketing strategies.
According to HubSpot:
“… one in four bought something based on an influencer’s recommendation, and 19% sent a DM for customer service.”
When you choose an influencer who shares your goals and values and appeals to your target market, you can reach more customers while promoting your brand’s high-end status.
To find the ideal partner to work with, research influencers in the same niche on social media sites. You can also use hashtag searches and influencer databases.
Check the influencer’s content to find out if it aligns with your brand style, voice, and marketing goals. Take note of the number of their followers and engagement rate as well.
Find out if they have collaborated with others before and if they were successful partnerships to assess their level of professionalism.
Once you’ve chosen your influencers, work with them to share behind-the-scenes content and exclusive previews to expand your target market and get them excited about the upcoming event.
5. Stay true to your brand
Continue sharing your unique story and the premium experience and products you offer to maintain your brand’s exclusivity during Black Friday.
Your content should always emphasize elegance, quality, and other qualities that define your luxury brand.
Moreover, promote your limited-edition collections and exclusive services in addition to your deals. Doing so ensures the event aligns with your brand identity and makes it even more exclusive.
For example, Milestone Dubai never holds back when it comes to promoting its luxury renovation and interior design services. How many people can afford a luxury villa extension? Not a lot, but Milestone Dubai knows its audience and promotes boldly.
Source: Milestone
Using social media marketing doesn’t always mean sacrificing exclusivity if your brand stays true to itself and its target audience. Your social media posts might reach broad audiences, but your services will still remain exclusive to the particular target.
Your branding identity should shine through even when you’re working with influencers. Make sure they understand your products, style, and goals so that they can strengthen your brand’s prestigious standing.
FAQs
1. When is Black Friday in 2024?
Black Friday will happen on November 29, but many shops are already offering deals and discounts ahead of the date.
2. How can retail companies benefit from Black Friday promotions?
Retail shops can increase their sales, clear their inventory, and introduce new products or services during this event.
3. How is Black Friday different from Cyber Monday?
Shoppers used to flock to physical stores to enjoy Black Friday sales. They used to enjoy deals and discounts via online shopping during Cyber Monday.
However, since online and in-store shopping allows customers to enjoy deals on both days and even earlier, the main difference may now just be the name of the event.
Make the Most of Black Friday Without Regrets
When you promise a limited number of customers a smooth and personalized shopping experience, work with the right influencer, and stay true to your brand identity and sense of exclusivity, you can reap the benefits of Black Friday without regrets.
Author Bio
Sofiko is a content writer specializing in SEO and digital marketing. She enjoys conducting in-depth research on topics she writes about and shares her authentic experiences with readers. Originally from beautiful Georgia, she currently resides in its capital, Tbilisi. In her free time, you can find her exploring new cafes in the city or having a picnic with friends in a park.
