Planning for Black Friday 2021: Your Offer + Your Promotion
Here are 7 simple ways to optimize your Black Friday / Cyber Monday offers:
1. Bundling Your Existing Products
Creating bundles lets you offer more items, at higher price points, than you'd otherwise be able to. All without actually developing any new products! Cultivate What Matters does this well with their planner bundles. Their signature product is $62, but they can easily increase orders to over $100 with bundles.
2. Free Gifts with Purchase
I've placed many a Nespresso order just because they were offering one free sleeve if I purchased eight (or even ten!).
3. Tiered Discounts
Buy more, save more deals are a great way to increase your average order value while still rewarding all shoppers. Murray's online cheese shop did a version of this recently.
4. Free Shipping Offers
Free shipping offers are a great way to tip the scales in your favor. Harper + Ari doesn't usually offer free shipping, but they did for Black Friday/Cyber Monday. This is a case where you have to know your numbers - you may need to set a minimum order amount for free shipping.
5. Gift Wrap
This is a version of bundling where you make the final product even more appealing with gift wrap. Lush Cosmetics creates limited time holiday bundles with colorful wrapping, allowing them to charge a premium. This Merry Christmas bundles is priced at $35.95, whereas price for purchasing these four bath bombs individually would be $31.80.
Pre-wrapping gifts is an appealing option for shoppers who live far from family and friends and want them to have a festive unboxing experience, without first shipping the items to themselves before re-wrapping and re-shipping.
6. Satisfaction Guarantees
This is a tough one for small businesses - especially if you sell consumables like food and cosmetics. But around the holidays, having a guarantee can help encourage shoppers to take the risk of tryinig new products. Here's an example of Rustic Bakery's policy that could actually be improved in my opinion. Clearly they're willing to refund or replace damaged orders. Why not title this a "The No Box of Crumbs Guarantee", and advertise it as a feature, instead of defensively hiding this away under their FAQs?
7. Add a Giveaway
Rifle Paper Co added a one-day-only $500 "golden ticket" style giveaway on Cyber Monday
