4 Tips for Lingerie Businesses Running Black Friday Promotions
My name is Treacle and I’m the founder of The Lingerie Addict, a haven for lingerie lovers of every nation and persuasion. As a blogger, I interact constantly with the people your business needs most—customers. My column here is all about bringing you, the lingerie store owner, the perspective of us, the lingerie consumers.
1) Don’t make it difficult for people to shop! Black Friday/Cyber Monday is not the time to make people sign up for your newsletter, Facebook page, Twitter, or anything else in order to get discounts. If you do, they may decide it’s too much hassle and take their business to a competitor who made it easier for them to spend their money. Have one goal and one goal only, and that’s to make sales.
2) Publicize your code. What good is a Black Friday discount code that no one knows about? Publicize your code frequently and publicize often. Put it on lingerie blogs (The Lingerie Post, Guilty Pleasures, and The Lingerie Addict all list Black Friday sales), promote it on your Facebook, Twitter, and blog (you do have at least one of those right?), and ask your fans to share it with their friends. People are looking for reasons to spend their holiday money, so don’t be shy!
“Have one goal and one goal only, and that’s to make sales.”
3) Give people a good deal. Either go big or go home. Black Friday is not the day for 10% off discounts, not when other retailers (both large and small) are starting their promotions at 25% and higher. If you want to be competitive, you have to give your customers a reason to shop with you.
4) Make sure you have enough bandwidth to handle a high volume of traffic. You don’t want your site to crash just when someone’s getting ready to give you their money. It takes them out of the buying mood and gives them a reason to wander off and never come back again. But sometimes website crashes can’t be avoided, so if your site is down, get on your social media and tell people about alternate ways of ordering (such as by the phone).
*For international readers, Black Friday is the day after American Thanksgiving or the 3rd Friday in the month. Cyber Monday is the 4th Monday of November, the Monday after Thanksgiving.