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11/21/2019

Holiday Marketing Tips for Black Friday, Small Business Saturday and Cyber Monday

Three Days That Can Boost Your Small Business

For many retailers and small business owners, the three “branded” shopping days immediately following Thanksgiving are the best sales days of the year (and could help offset any potential slow season for your business). Here’s how to make the most of Black Friday, Small Business Saturday, and Cyber Monday.

Black Friday (November 29, 2019)

Everybody knows about Black Friday. Crazed shoppers seeking huge discounts and stores caught in a stampede. But you’re not a big-box store. As a smaller business, you can offer calm and a personal touch alongside your coupon promotions, in-store deals and freebies (consider, for example, a $5 gift card towards a customer’s next purchases to generate repeat visits).

Small Business Saturday (November 30, 2019)

Last year, a combined 104 million shoppers spent nearly $18 billion on Small Business Saturday. So play up your local and small-business credentials. Make your store a warm antidote to the big-box experience. Display all promotions prominently and consider using those free signs, email templates and similar promotional materials available from American Express. If you’ll be staying open late on this special day, promote that fact online.

Cyber Monday (December 2, 2019)

Cyber Monday is similar to Black Friday but is typically only for online deals. Beginning in 2005, it’s now one of the year’s busiest shopping days. Whether you’re an online business or a brick-and-mortar store with a shoppable website, it’s important to take advantage of Cyber Monday’s momentum. Price discounts are the most appealing promotional offer, followed by free shipping and free gifts. Your best strategy is offering a percentage discount or specific markdown on particular items. Gift cards are the most popular holiday gift, so you might start with a buy-one-get-one-free (BOGO) gift card offer. Promote our Cyber Monday sale on social media platforms.

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