How Irish online retailers can make the most of Black Friday without sacrificing margins
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Posted: Mon 18th Nov 2024
Black Friday is one of the biggest sales events of the year, but with high inflation and tight margins, many Irish online retailers are exploring alternatives to heavy discounting.
While discounts might drive volume, they also reduce profits. This article shares strategies to help Irish retailers boost holiday sales while preserving their margins.
From value-added bundles to advanced promotions, here’s how to maximise profits this Black Friday and beyond.
1. Value-add bundles: Offer more without deep discounts
Creating value-added bundles is a great way to increase perceived value without deep price cuts.
For instance, NatZen introduced Christmas Boxes that combine popular products into one set. This approach not only raises the average order value but also appeals to shoppers looking for ready-made gifts.
Retailers can create similar bundles with complementary products or exclusive collections to create a premium feel.
2. Exclusive products and early access
Offering exclusive products or early access to collections generates excitement and builds a sense of exclusivity.
At NatZen, we launched an exclusive 'First Look' collection, providing our loyal customers with early access. This tactic can be effective for Irish retailers too – promote early access to your email list or social media followers, making customers feel like VIPs without lowering prices.
If you are planning special holiday-themed collections, gift sets and bundles, this strategy could be enhanced by incorporating scarcity and urgency. For example, you might offer limited quantities of your products, with early access available for only 24 hours. This encourages people to act quickly and make a decision without prolonged deliberation.
Below is an example of the early/exclusive access deal we are offering to our customers. We built a landing page to collect subscribers in advance, and once Black Friday arrives, we send them pre-scheduled emails, urging them to act within 24 hours.
3. Advance promotions: Build excitement early
Starting promotions weeks before Black Friday builds anticipation and keeps your brand top of mind.
NatZen found that engaging our audience on social media and through email newsletters several weeks before Black Friday was effective in building excitement. By the time the sale arrived, our customers were already eager to shop.
Top tip: Irish retailers can create sneak peeks, countdowns or share exclusive offers in the lead-up to Black Friday to build a pipeline of interested customers.
Here is an example of nurturing newsletters we sent to build relationships, generate anticipation and increase our open rates in time for Black Friday. You can share value-driven content, such as blog posts or FAQs about products, to boost interest.
4. Use several retail platforms for a broader reach
Expanding your presence across a number of retail platforms helps you reach new audiences. At NatZen, we signed up on sites like Ecostore.ie, Ankorstore, Etsy and eBay to increase visibility ahead of the holiday season.
Each platform taps into a unique audience, giving our brand exposure to potential customers who might not know us otherwise. This strategy can be powerful for Irish retailers looking to broaden their reach without major discounting.
VIDEO: 10 tips for boosting your product pages this holiday season
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5. Collaboration and giveaways for lead generation
Collaborating with complementary brands on giveaways can help grow your audience without major price reductions. For NatZen, partnering with other brands allowed us to cross-promote and build our email list.
Irish retailers can host a joint giveaway on social media or email, offering prizes from each brand. This approach generates excitement, boosts brand awareness and gathers leads that you can nurture for future sales.
6. Local markets and in-person promotions
Local markets offer a personal way to connect with customers, especially during the holidays. At NatZen, we participated in Irish markets where we promoted a giveaway to capture email addresses.
For Irish brands, in-person promotions allow you to showcase your products and gather contacts for future campaigns. Using QR codes or paper sign-ups for giveaways is a great way to stay connected with potential customers long after the event ends.
7. Loyalty rewards: Building a customer community
Implementing a loyalty rewards programme incentivises customers to return. NatZen rewards loyal shoppers with points that can be redeemed on future purchases.
This approach encourages repeat business, providing added value without heavy discounting. Irish online retailers can use loyalty apps or third-party providers to create similar programs and foster long-term customer loyalty. Some app suggestions include Stamped.Io Loyalty & Yotpo.
8. Automated email marketing: Nurturing through the funnel
Email marketing automation is crucial for maintaining engagement throughout the customer journey. NatZen relies on abandoned cart reminders, nurture sequences and win-back campaigns to capture lost sales and keep our audience engaged.
We used Mailerlite to build our email automation and design attractive landing pages and newsletters, the best it's free for up to 500 subscribers.
For Irish online retailers, email marketing flows can drive significant conversions:
Abandoned cart series: Remind customers of items they left in their carts to encourage completion
Welcome series: Introduce new subscribers to your brand and core products
Win-back campaigns: Re-engage inactive customers with tailored messages or special offers
9. Using the power of personalisation
Personalised experiences make shoppers feel valued. At NatZen, we use personalised email content to recommend products based on customer browsing history.
10. Experimenting with gifting options
Offering gifting options can enhance the holiday shopping experience. NatZen introduced a gift-wrapping service and pre-packaged eco-friendly gift boxes, which customers appreciated for convenience.
Irish retailers can implement similar services like gift wrapping, handwritten notes or custom gift boxes. This approach adds value and positions your brand as a thoughtful gifting solution.
Embrace value-driven strategies
Discounting doesn’t have to be the only Black Friday strategy. By implementing these value-driven tactics, Irish online retailers can maximise holiday sales while preserving margins.
From value-added bundles to advanced promotions, these approaches help build relationships, drive revenue and ensure sustainable growth.
Want to learn more ways to double your sales this holiday season? Download my free guide, Double Your Sales, for actionable strategies.
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