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Black Friday: Initial Strategies for Small Brands

Check out some tips to prepare your fashion business for Black Friday

Traditionally known as the ‘kick-off’ of the Holiday shopping season, Black Friday is a highly anticipated date for consumers seeking products with significant discounts. In the US, the event is well-established: it takes place on the Friday after Thanksgiving, with long lines at stores and an increasing number of purchases through e-commerce. Customers have a singular goal: to find products across various segments at discounts, which can reach up to 90% off the original price.

With Black Friday, many people await the November promotions to shop for summer/winter clothing and footwear (depending on the hemisphere) and also take the opportunity to get a head start on their Holiday shopping. Furthermore, after Black Friday, there are only a few weeks until Christmas, followed by the start of promotions once again after the New Year.

Black Friday en TodBlack Friday around the world

The concept originated in the US, but there is no consensus on the exact date of its inception. Some claim it was due to the American crisis in 1869; others claim it started in 1980 when “black” signified positive financial results; and others date it to 2005, after the Philadelphia police named it due to the chaos in stores and traffic congestion. Despite its uncertain origin, the concept proliferated and spread to other countries around the world. Many countries adopted the date, and some non-English-speaking countries even retained its English pronunciation, such as Portugal, Colombia and Japan.

In Mexico, Black Friday was given a new name: El Buen Fin (which translates to The Good Weekend). The celebration is associated with the anniversary of the 1910 revolution in the country, which eventually falls on the same date as Thanksgiving in the United States. As the name suggests, the event lasts the entire weekend.

In Brazil, where Thanksgiving is not celebrated, the date was included in the country's commercial calendar when retailers recognized the sales potential of the day. The date started gaining traction in 2010.Six tips for Black Friday


Six tips for Black Friday

Considered one of the key dates for retailers to boost sales and for consumers to find good deals, Black Friday is a great opportunity for fashion businesses to achieve excellent results in sales.

With that in mind, here are some tips to prepare your fashion business for Black Friday:

1. Plan ahead, and with attention to detail

Each brand has its own specifics, so it's important to carefully evaluate the best way to utilize Black Friday to your advantage. Select the products that will be offered at a discount – for example, items with better profit margins or items in stock – and calculate how much you can discount without causing losses for your business. Calculate your profit margin versus the estimated volume of sales to make sure that offering significant discounts is ideal for your business. A poorly planned strategy can be detrimental (or even fatal) for a small business, so it's essential to conduct thorough analyses to develop the best possible approach for the date.

2. Pre-Black Friday warm-up

Promotions throughout the week or the entire month of November are excellent opportunities to engage your audience over an extended period of time. Globally, according to Criteo, sales increase by 66% throughout the month of November, demonstrating the strength of the date and the potential of the entire month.

3. Promotion

To ensure the visibility of your offers, it's essential to create a Black Friday campaign. You can invest in marketing strategies such as email marketing, social media, partnerships with influencers, live commerce and SEO.


4. Make the date special

One of the key strategies for Black Friday, in order to impact your audience and generate genuine excitement, is to truly make the date special and treat it as such. Consider sending exclusive, unique invitations with a strong emphasis on the big day. Storytelling is an interesting marketing tool to use at this moment: try to explain why running a special campaign on this date makes sense for your brand and why your customers should take advantage of it.

This tends to make the customer perceive more value and truly recognize it as something unmissable – not just a simple promotion. The idea is to make your brand stand out and also foster a sense of exclusivity. You can also create a countdown and gradually reveal what type of discount or special offer will be available on the day. On Instagram Stories, for example, you can create an automatic countdown with a reminder, which will reach those who enable notifications.

5. Don't forget about post-purchase logistics

Receiving a product late, damaged, or worse, not receiving it at all, is a poor customer experience that will surely be remembered. With that in mind, do your best to ensure that the merchandise arrives intact and within the specified timeframe at the customer's doorstep, providing the best possible service.

6. Marketplaces

Going beyond traditional sales, marketplaces offer significant opportunities for those who want to increase online sales and revenue. They allow retailers to reach new customers and sell their products on a broader scale with a low investment.

To discover more trends and strategies for new fashion businesses, read other posts on the START by WGSN blog.

At START by WGSN, you have access to exclusive information to develop successful products and boost your brand, along with the best resources and tools to simplify the entrepreneurial journey.

Explore everything that START has to offer to help your fashion business grow.


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