You may think that Black Friday or Cyber Monday, a very popular shopping day in the States, isn’t that relevant in Canada. This is truly not the case. Thanks to online retailers, users are choosing the annual holiday to spend most of their hard-earned money. Interestingly, search trends on Google Canada demonstrate that Black Friday has overtaken Boxing day as the year’s most popular day for shopping.
Retailers and companies are noticing this trend and taking advantage of social media to attract customers. For instance, the Bay’s online website traffic has skyrocketed on Black Friday and Cyber Monday within the past 5 years.
In addition, there are a number of social media campaigns that retailers can create for both days. One of the most important things a retailer can do is to focus on just a few (around 2) social media platforms to use. Retailers should pick the platforms where they have the most likes or user engagement. The platforms that have generated the most revenue is their best bet.
Retailers are also able to create specific landing pages for the holiday. These pages allow them to get users from their Black Friday social media posts directly to pages where they can purchase products. For instance, Home Depot’s landing page is a great example of how retailers make use of landing pages.
Retailers pick the best times to post on social media as well. They carefully plan, using various analytics, to post at times when their posts normally have high user engagement. Generally, posting after 9PM, has proved to be the best time for most retailers to advertise their Black Friday sales on days leading up to the holiday.
Promoting deals through social media posts is another way retailers benefit from selling online. Numerous retailers such as Best Buy, continuously promote their various deals on Facebook and Twitter. This way, users can see these deals and click on the links to purchase right away. These users don’t get much time to think about spending their money and retailers know this.
Also, retailers that come up with humorous campaigns have been getting a lot of attention on social media. Users who see funny posts on social media pages tend to stick around longer. They want to read, comment, and share these kinds of posts. Humorous posts sort of trick users into thinking that they’re not being sold into buying products and this is what makes them more willing to click on ad links. Black Friday posts with a lot of user engagement are therefore, more successful at selling products.
Lastly, social media allows companies to use hashtags in order to sell products. Original, short, and creative hashtags can be a very powerful tool for retailers on Black Friday. Users can use these hashtags to promote what they bought to their social media network of friends and others searching for the hashtag. Retailers can also create hashtag contests. With these contests, retailers can spread information about Black Friday sales through users. Users who share, like, and comment on posts to win contests are ultimately advertising a company’s Black Friday deals to their friends. Overall, it then becomes a never-ending spiral of consumers.