It’s often said that Christmas is the most wonderful time of the year – but for retailers, the real excitement often happens a little earlier. The last weekend of November has become the biggest event in the retail calendar. Black Friday and Cyber Monday – American shopping concepts we’ve now adopted as our own – are proving to be two of the most profitable days of the year for online and offline sellers.
This year, the dates to remember are:
- Black Friday – 27th November
- Cyber Monday – 30th November
Together, they form the epic BFCM weekend; a time when customers are eager to grab the best bargains. But customer demand isn’t always enough to generate success. Competition is more fierce than ever during the BFCM period, so retailers should be thinking about ways to stand out from the crowd and maximise sales. Below, we’re sharing 6 top tips to help you sell more on Shopify over Black Friday and Cyber Monday.
1. Generate excitement
Last year, of those shoppers planning to spend less during BFCM, almost a third said it was because the deals weren’t exciting enough. This year especially, with COVID-19 restrictions taking the fun out of the shopping experience, retailers need to focus on building excitement in the lead-up to the big weekend. Shopify support offers excellent tools for this. Retailers can create ‘Buy One, Get One’ (BOGO) offers, and use the PriceRule API to create tailored discounts, which generate a buzz among prospects.
2. Optimise for mobile
The shift from desktop to mobile may be gradual, but it’s happening. This BFCM weekend, many shoppers will be flitting between desktop and mobile browsing depending on where they are, what they’re doing, and how much time they have available. This means that optimising for mobile – and building consistency across both channels – is essential. Shopify’s Mobile Buy SDK lets retailers integrate an existing mobile site with their Shopify backend, allowing them to make sales wherever, whenever.
3. Optimise for speed
Black Friday and Cyber Monday are both heavily associated with urgency. They’re founded in the concept of limited-time deals which shoppers can’t get at any other point in the year, so speed really is of the essence. A major part of your BFCM Shopify development plan should be to optimise for speed. This helps to ensure that your prospects don’t get fed up waiting and go elsewhere. Shopify designers often advise limiting the use of third-party apps at this time, as third-party scripts can significantly affect store performance.
4. Focus on SEO
Black Friday and Cyber Monday both coincide with the beginning of Christmas shopping. Many people use the BFCM weekend as an opportunity to grab great gifts for friends and family at bargain prices. This means that it’s time to adapt your SEO strategy to attract and engage with shoppers looking to find the perfect gift. If you want to generate more sales and enjoy greater visibility in the SERPs, optimising your product listings to include seasonal keywords is a fantastic idea.
5. Extend offers
The BFCM weekend itself isn’t as important as the meaning of it. What’s attractive about BFCM is the discounting, not the timing. In fact, research by Google shows that Black Friday searches often begin in October – more than a month before the day itself. Shopper interest in sales sticks around for about 10 weeks. To sell more, think about extending your exclusive offers for early birds, and for those who lost out with other retailers.
6. Use Shopify experts
Ecommerce development can be challenging enough on its own, and the pressure of BFCM doesn’t make it any easier! You may be concerned that you don’t have the time – or the niche skills – to fully optimise your Shopify store to drive more sales during this massively profitable weekend. If so, it’s worth calling in people who do, like #ShopBuddy. Sign up for our email newsletters for more sales tips in the run-up to Black Friday, or get in touch to learn more about how we can help you boost sales and revenue.