Five unconventional Black Friday ideas to stand out from the crowd
When Black Friday rolls around again, how can you get eyes on your small business? We take a look at some unusual strategies that are sure to generate buzz.
How to stand out on Black Friday
Let's be honest: while shoppers love Black Friday, it can be a headache for small businesses. Over the Black Friday weekend, most customers head straight for the big-name shops and famous brands. As a small business owner, it can feel like you have to fight to survive. Plus, with the tighter margins of a small business, it's often impossible to offer the kind of discounts and deals that high street chains do.
That's why it pays for small businesses to look for creative Black Friday promotions. Rather than just offering discounts, these Black Friday strategies can make you stand out and get everyone talking. Use these quirky, original ideas for inspiration, or think of your own unique way to turn heads this Black Friday.
1) Pay What You Can Day
This strategy works particularly well for cafés and small restaurants. If you're in an area with high footfall on Black Friday, consider a Pay What You Can Day. Instead of posting prices, customers can choose what they want to pay for their coffee and snacks.
We'll say it right away: this strategy may seem scary. What if customers decide to spend no more than 1p en masse? Yes, it's a risk - but if you play it right, it could be worth taking.
Studies have shown that to run a successful Pay What You Can Day, you need to appeal to customers' sense of social responsibility. The promotion should focus on the great service your staff offer, and your small business' place in the heart of your community. Keep that in mind when designing the promo page on your Point of Sale screens, and ensure that your staff give the best customer service they possibly can. You may still find that some customers pay an absurdly small amount, but the majority should give you a fair price.
This is also one of the best Black Friday growth strategies, as it's an idea that's sure to get people talking about your business. You'll get more customers through the door, leading to more repeat customers over time. Even customers who pay low prices during the promotion could return and happily enjoy your service offering a higher price. In other words, you might lose some money on the day itself, but you should see the rewards for more profit further down the line.
2) Mystery bundles
Looking for Black Friday tactics that don't require discounts? Consider a mystery box or bundle. Customers buy the box without knowing what's inside, then open it and enjoy the surprise. This can be a fun way to encourage customers to try new products, and there's something inherently appealing about it. Most people still love the mysterious thrill of a lucky dip, even long into adulthood.
There are a couple of tips to ensure that this promotion does well. First of all, think about customer experience. Part of the joy of a mystery box is the unboxing itself - so make sure your boxes or bundles are wrapped attractively. This is not the time to use old carrier bags.
Secondly, think carefully about what you put inside the bundles. You might be tempted to use this as an opportunity to shift old stock that otherwise doesn't sell - but remember, you're trying to create an exciting promotion for your customers. They'll be unhappy if they open their mystery bundle to find disappointing products they would never usually buy. Prepare boxes that contain some of your best-loved and most popular products and some surprising options. You could use this as an opportunity to introduce new products, too.
3) Gamify the experience
Some Black Friday business tips require more work than others. We're not going to lie: this one will take quite a bit of preparation - but if you can pull it off, it could be something special and a great way to get customers talking about your business.
You'll need a creative mind if you want this to be a success. Consider how you can appeal to your customers' playful side or sense of competition. There are dozens of ways to introduce gamification into your Black Friday strategy. You could start with social media - set up an online quiz or a scavenger hunt, with special prizes for the first to finish. Ask customers to upload videos using your products or completing a fun challenge, and offer rewards to the best. As a bonus, using social media in this way gives you the chance to go viral.
You could also work on an in-store game. Try a treasure hunt with clues. When customers find them all, they'll unlock a code to tap into your Point of Sale screen to receive a discount. The goal here is to keep it as fun as possible. Your discounts don't need to be huge - it's all about a memorable Black Friday experience that will inspire customers to return.
4) A Black Friday gift guide
Many shoppers see Black Friday as a chance to spoil themselves, but why not turn that on its head? Christmas is just a few weeks away. Take advantage of that with this strategy for Black Friday for small business owners.
If you go down this route, your Black Friday marketing should be all about thoughtfulness and treating other people. Create a gift guide with suggestions for everyone in the family. You can then offer discounts on these specific gift ideas or even offer bundle deals, which allow customers to get bigger discounts if they pick up more items from the guide.
One nice thing about a Christmas gift guide for your Black Friday event is that you can make use of Christmas decorations! There's no need to add any extra decorative touches for Black Friday itself; just make the shop look nice and festive. To highlight the promotion without breaking the bank, simply make sure it's shown on your Point of Sale screens.
Be sure to include some gift vouchers in your gift guide. They're not the most adventurous Christmas present, but they're always popular - and they're a great way to encourage repeat custom over the months ahead.
5) Charitable Black Friday
Finally, some customers are sick of consumerism and are looking for alternative Black Friday approaches. This strategy definitely isn't right for every business, but if it fits your brand, it can be a real winner. Essentially, rather than giving discounts, announce that you'll be donating a percentage of each sale to a charitable cause. You're turning Black Friday on its head, replacing greed and consumerism with something entirely more humane.
Make sure to highlight the charity that you've chosen; go for one that's non-controversial or this promotion could just lead to drama further down the line. Put an explainer up on your website, and add relevant images to your Point of Sale screens so customers know where their money is going.
As we've mentioned, this strategy can be a bit of a Marmite choice. Discount hunters will be disappointed and may give you a wide berth on Black Friday - but a certain kind of customer will be appreciative. It's up to you to consider your target market and think about how they'll take the promotion. For example, if you run a café serving ethically-produced coffee and vegan food, this kind of strategy will probably go down well.
Is your business ready for Black Friday yet?
These ideas are just the start. Small businesses should look for ways to stand out on Black Friday. You can't match the big boys when it comes to major discounts, so doing something a little bit quirky and different is the best way to appeal to customers. Put some thought into your strategy, and it may well become a tradition for your business, something that you return to year after year.
Whatever strategy you choose, think of how you can market it. You don't want to spend a fortune on advertising, so look for budget-friendly options that will give you the most bang for your buck. Get some material made for your website and your social media account, and share your chosen promotion well in advance. Incentivise customers to share your Black Friday social media posts by offering discount codes or other bonuses. In-store, you can quickly set up Black Friday displays on your Point of Sale screens so customers won't miss the promotions.
Get brainstorming and think about how you can turn Black Friday into a unique marketing opportunity.
