Christmas comes, but first comes Black Friday, which remains even in the age of e-commerce and online retailers — not to mention Amazon Prime Day — the busiest shopping day of the year. This is still the official start of the holiday season and when retailers often offer the best holiday deals.
Given the hype that has been put in place for weeks, it would be hard not to know there will be deals the Friday after Thanksgiving. However, given this year’s supply chain woes, these deals could be far and few. This is why this year’s social media can be so crucial to finding the best quotes.
Dr. B. K. Canan, chair of the Dean’s Chair in Marketing Sciences at the University of Maryland Robert H. School of Marketing, said: Smith Business.
“So, gift items, electronics, apparel, video games, etc. are product categories that are most likely to be featured most in social media, making them an ideal way to search for #blackfridaydeals,” Kanaan added. “Any product category targeting these demographics should be prominently featured in these channels.”
On top of that, it’s not just Black Friday, it’s going to be true throughout the four-day weekend and into Cyber Monday next week.
“Retailers, big and small, understand the impact of social media, and you’ll see this on Black Friday/Small Business Saturday,” explained Dr. Dustin York, associate professor of communications at the University of Maryville. “Since retailers may be launching deals throughout the day, consider turning on alert notifications for your favorite store on Facebook, Instagram or Twitter. You’ll see deals on their social media before you see them anywhere else.”
While Black Friday has been around long before the advent of the internet, Small Business Saturday—which is only entering its eleventh year—really born into the age of social media. It was created by American Express, in partnership with the non-profit National Trust for Historic Preservation, and since its inception it has been promoted on platforms like Facebook.
And while people of a certain age may also remember when the Yellow Pages suggested “let your fingers do the walking,” today it may be more common to let your thumbs do the research. Shoppers can support local merchants as well as smaller retailers across the country by searching for the hashtags #smallbusinesssaturday and #smallbizsaturday.
“Local retailers should harness the power of Saturday’s small business in local search,” York said. “Social media and Google’s search algorithms boost local businesses, so digital should be a key factor for owners. Remember that the majority of local online searches end in a sale – there’s no better day to take advantage of Small Business Saturday.”
This is especially true to attract young shoppers this year.
“Very small businesses have been successful in targeting customers and generating conversions on social media,” Kanaan said. “This is especially true if the products are targeting millennials and Gen Z customers. Social media is an ideal channel for targeting customers precisely based on their behavioral and psychological profiles. This results in very effective targeting, thus image and video ads drive conversions with low acquisition costs. relatively”.
Kanaan suggested that the other positive thing about social media is the serendipity of going viral. “Gen-Z particularly trusts the word of mouth of their peers and does not trust sponsored ads. Therefore, if an element of a small business becomes a sensation, it can lead to a windfall in sales. Therefore, I highly recommend small organizations to use social media on a regular basis. And in small business on the Sabbath.”
Get some effect
For smaller retailers and brands, a social media influencer can have big results—especially in the lead-up to the holidays.
“Social media is a great way for entrepreneurs to take advantage of the biggest shopping week of the year,” said Dr. Yuvai Myers-Ferguson, Ph.D., assistant dean for impact and engagement and associate professor in the Howard University School of Business. .
“Influencer marketing can feel intimidating to small business owners, but the power of social networking is a proven way to get your business in front of potential consumers,” Ferguson added. “Even without a big budget, don’t be afraid to reach out to influencers who may still be up and want to highlight brands like yours and offer them a discount code to share with their audiences. You’d be surprised how many of them would appreciate calling your business. Throw an extra discount or a gift card to them and they’ll be Beneficial for both sides!”