During the last quarter of the year the highest sales for ecommerce are concentrated due to the back to school, Black Friday and Christmas. Specifically, during Black Friday, many users take the opportunity to do most of their Christmas shopping.
If we review the 2021 Black Friday data prepared by Trilogi Studio, the average shopping cart price went from €128 to €151 per shopper. This represents an increase of 18% compared to the previous year.
If we analyze the increase in turnover by sector:
- Electronics + 12%
- Furniture and decoration + 22%
- Fashion, footwear and accessories + 50%
But how to approach Black Friday campaigns when you are an artisanal business?
A lot of controversy has been generated with Black Friday because in recent years it has become a massive discount campaign. But on the other hand, it has generated the habit of consumption for users. During these dates, everyone wants to buy. That generates the possibility of offering a campaign aimed at your customer, but without the need to follow massive strategies.
Especially in the handicraft sector, planning is vital. You must buy raw materials, tools, produce, communicate and finally sell. In order not to improvise a last-minute discount, it is important to start planning the campaign in September.
Steps to create your Black Friday campaign
Before deciding which strategy you will apply, you must establish a goal for your campaign.
It must be realistic and quantitative. Do not pretend to sell 5.000€ if you only have stock to sell 1.000€. That is why it is vital to plan ahead.
Once you have decided the objective, you must analyze your target audience to see what interests them, what motivates them, what worries them, what convinces them… In this way you will be able to create a strategy focused on that audience, and thus ensure the success of the campaign.
Strategies for handcrafts products
Once you have established your target and analyzed your audience, you must decide what strategy to apply. As we have mentioned, the main strategy of multinationals during Black Friday is the use of discounts, but in the handicraft sector margins are not so high and they cannot support high discounts. So using the discount strategy during this campaign is not the most profitable. We propose other alternatives to discounts.
Packs
Group a successful product with a lesser-known one, so they will have the opportunity to try more of your products. You can also collaborate with another artisanal brand.
Gift for purchase
Give an economical but eye-catching product (and if it can be personalized, even better) so they will have the feeling of having 2 products for the price of one. Example print, illustration, tote bag… You can also collaborate with another artisan brand.
Black Friday special product
Create a Black Friday-only product that is only available during those days. This strategy generates a sense of urgency and increases sales conversion for fear of running out of that product.
A different offer every day
Offer an offer that expires in 24h and the next day another offer, but the customer does not know what offer will be available each day. This type of strategy generates the feeling of urgency and generates more sales. You can also apply it to a different product every day.
If you want to know more strategies, ways to communicate and the planning by months of all the actions, download the free Black Friday Guide for crafts.
Remember that you can create a Black Friday campaign according to your values without being materialistic or imitating the masses. Take advantage of these days to create a special campaign that your audience can appreciate. As we have said, during that week everyone wants to buy, so they better buy from you.
Don’t forget to download the Black Friday Craft Guide and learn how to plan your campaign.
We look forward to seeing your campaign!
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