A change in season can mean all sorts of things. For example, moving from summer to fall is often just a simple matter of flipping your inventory and refreshing your stock. As we head into holiday shopping, the change business owners face involves a lot more than just bringing forward fresh stock and replenishing best sellers!
For customers, the period between November 1 and Thursday the 28th is a frenzy of earmarking emails and making lists of the best Black Friday and Cyber Monday sales.
Business owners, are you ready?
If not, don’t fret! Here’s everything you need to know.
Editor’s note: Make sure your website hosting and security are up for the tide of incoming traffic (some of it potentially malicious) before the big day! Have a chat 24/7 with a GoDaddy Guide at +1 (866-938-1119).
Five steps to getting business-ready for the holidays
Step 1: Make a plan (and check it twice)
The first thing you'll want to do to set yourself up for success is devise a plan for how you'll set up the holiday shopping season for your customers (and any team members you might have on board).
Dates and timing will vary depending on your line of work, but there will be two in particular that you'll want to jot down right away:
- Black Friday: November 29, 2024
- Cyber Monday: December 2, 202
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Once you've got those two dates circled, underlined and highlighted in a colour of your choosing on your calendar, you'll be able to work backward from there to identify every significant milestone you'll want to hit – from email marketing blasts to strategizing blitzes and more.
And speaking of strategizing …
Step 2: Carve out time to strategize
Now that you have an idea of what dates you're aiming for, you'll want to identify your Black Friday and Cyber Monday sale items. This is a critical decision that your entire holiday marketing strategy will come to depend on. No pressure or anything! ????
Spend a few days looking at your inventory and deciding which items you'd like to feature in your holiday sales and marketing plan. Consider current trends, and don't forget to research your competitors' actions!
Think about your last Black Friday and Cyber Monday experience: If you participated as a customer, reflect on what drew you to some retailers and not others. Apply these observations to your sales strategy.
Remember the current economic setting in which Black Friday and Cyber Monday sales are taking place this year.
Both inflation and shrinkflation are top-of-mind for cash-strapped Canadians across the country. This means they may be a bit tighter with their wallets than usual — but will also be keen to save if the right deal strikes their fancy. Be sure to be the business to give it to them!
Not sure quite where to begin? Give these thought-starters a go:
Generic price reduction
This approach is among the simplest (and often most effective) and simply involves lowering the price of all goods – or a select division of goods – by a specified amount. For example, if you sell apparel, you could offer 50% off on all t-shirts.
Individual item reduction
This marketing tactic allows you to be more selective in your discounting by following a strategy that simply pinpoints individual items and adjusts their prices accordingly.
Combo reduction
Drive sales and increase basket size by offering combination deals that allow customers to save more by purchasing specific items together. An example of combo reduction would be offering customers athletic socks at 25% off when they buy them together with a running shoe.
Your top 10
Everyone loves a good staff recommendation. This is a great option, particularly if you're a small business and can't afford to reduce prices. Instead of cutting into your margins with sales pricing, simply pick 10 items you want to feature – five for Black Friday and five for Cyber Monday sales – and offer free shipping or some other complementary offering to sweeten the deal.
There are plenty of ways to offer discounts while still making money – simply choose one that speaks to you, and you'll be dashing toward record sales in no time!
Step 3: Deck the halls (of three specific platforms)
Whether you're working with a budget or not, your holiday efforts (like all marketing endeavours) will be most impactful when dedicated and deliberate. To this end, you will want to focus on three specific spaces to spread the word about your Black Friday and Cyber Monday sales.
Rather than trying to be everywhere, you may benefit from zeroing in on three critical areas of opportunity:
- Your website
- Email messaging
- Social media
If "your website" feels misplaced as the #1 item on that list, take a cue from the big man in red and check that list again!
Many small business owners overlook the selling power of their tried-and-true websites.
It's your most powerful, personalized resource, not to mention the place that all your email and social media marketing campaigns should drive people to.
Not sure if your site's up-to-snuff for the holidays? Get your digital digs in tip-top shape for Black Friday and beyond with these five simple steps today.
Photo: Nathan Lemon on Unsplash
Step 4: Create compelling ads, posts and videos
You know what you're selling. You've identified where you'll be focusing your marketing energy. Now, you're ready to create holly-jolly holiday content to help spread the word about your upcoming Black Friday, Cyber Monday and holiday sales.
Start with your website and work towards crafting a message that's clear, concise and bound to connect with your audience. Remember again just how budget-conscious Canadians are right now and consider building your message around that simple universal experience.
As a basic example, you can take a moment to ask yourself, "Is this the biggest Black Friday and Cyber Monday sale we've ever hosted?" — and if the answer is "Yes," well, then, lead with that
"Our Biggest Black Friday and Cyber Monday Sale Ever" has a nice ring to it, right?
Once you've landed on a foundational message, you will want to bring the same elements – just worded slightly differently – to your email messaging, ads and social media posts.
Let your customers know they can get sale updates from you by providing their email addresses. As an added bonus, this will also grow your email list and feed into your email marketing strategy year-round. The more extensive the list, the more contacts you have for your winter holiday promotions (and beyond!).
You can even create extra anticipation for what's around the corner by sharing a countdown to your big Black Friday and Cyber Monday sales announcement. This will give folks a reason to tune in, pay attention, and keep an eye out on your various digital channels heading into the holiday season. That's attention that's worth its weight in gold.
Promotional graphics are another space where you can make a splash heading into the holidays. Create two promotional images — one for Black Friday and another for Cyber Monday — to make the most of these big-selling days. Use this free tool to make them.
Here's an example of how big-box retailer Sport Chek has called out their Black Friday deals in the past:
Finally, attention-grabbing write-ups will bring email and social media readers to your website to browse your sale offerings.
Remember that people tend to scan content quickly, so you'll want to be sure your sales messaging is the bold centre of attention, like in the Sport Chek banner above.
Step 5: Set your schedule and launch your campaign!
To create a campaign schedule, ask yourself these three questions:
- How many emails will I send in the three critical weeks leading up to Black Friday and Cyber Monday?
- How many social media posts am I going to publish during that period?
- How many paid social media ads do I want to run (if any)?
You'll need to create fresh content for every piece of marketing (perhaps highlighting a different product in each). So once you decide how much content you’ll be creating, you can plug these into your schedule and plan accordingly.
For social media, be sure to use location-based hashtags. If you’re running ads, be specific when targeting your audience.
Start sending emails at least three weeks in advance of your sales.
Remember, customers are already on the lookout for these deals. If you wait too long, they may have already decided to shop elsewhere.
Black Friday and Cyber Monday week in Canada
Many retailers have begun merging Black Friday and Cyber Monday into week-long, or even month-long, events. This makes it easier to manage inventory challenges and sustain excitement beyond just a single day.
Trends in the last 10 years
The share of consumers planning to shop on Black Friday and Cyber Monday continues to rise year over year, beating the excitement over Boxing Day.
Some key trends to keep in mind this year are:
- Free shipping for the win
75% of consumers say free shipping is a key influence impacting their buying decisions on Black Friday. (Source)
Boost your holiday sales by offering free shipping with a minimum purchase! It’s a great way to encourage customers to add a little extra to their carts while enjoying the perk of free delivery — it’s a win-win!
- Smartphones take over
In 2022, 73% of all online shopping on Cyber Monday and Black Friday was done on a smartphone and not a desktop computer.
Ensure your website and online shop are mobile-friendly to capitalize on this trend — a website that can’t be used on phones or tablets would lessen your sales.
You can read more about creating a mobile-friendly WordPress site in English or en français.
- Don’t forget the men!
It is not just women who take advantage of the Black Friday and Cyber Monday sales. Men also keep an eye out for deals and sales during this time period.
One study found that 44% of men stated that they could be convinced to shop on Black Friday, if presented with the right deal!
How much do sales increase on Black Friday and on Cyber Monday?
Black Friday and Cyber Monday remain a substantial revenue-generator for Canadian businesses.
Deloitte Canada expects holiday spending to increase by 10% from last year, with the average shopper spending around $1,400.
After COVID, the travel industry began offering Black Friday and Cyber Monday deals to make sales. Over at Sunwing Vacations, Black Friday is consistently the company’s biggest selling season year over year, says a spokesperson.
Black Friday sales can also boost revenues down the line, thanks to increased visibility. Due to inflation, consumers have started saving to spend when they know items will go on sale during Black Friday and Cyber Monday.
Most Canadians are deal-hunters, often waiting for better discounts later in the season. To capture their attention early, your offers need to be enticing — whether through unbeatable deals or flexible Buy Now, Pay Later options.
Hook them now, and you might bring them back for Christmas or Boxing Day shopping too!
How much money are shoppers willing to spend in 2024?
“Black Friday will be a very big shopping moment, and it’s not just the one day but the whole Black Friday period until Christmas Eve,” says Marty Weintraub, a partner and National Retail Leader with Deloitte Canada. “That’s going to account for about 67% of all that’s spent.”
An online survey found that Canadians spent roughly $372.6 on Black Friday in 2023, compared to $713 spent by Americans.
Keeping the same in mind, it is even more important to grab eyeballs and present a good offer this year.
What do shoppers really need?
The same survey mentioned above found that Canadian shoppers expect to make these Black Friday buys:
- Clothing 51%
- Electronics 46%
With more consumers opting to shop online over in-store, retailers without an online presence are at risk of missing out this year.
COVID may be in the rear view, but our buying habits have changed forever.
If you own a small business, it's crucial to review past sales data to identify best sellers and items often abandoned in carts.
Price-sensitive consumers may be drawn to your best sellers, making them perfect for Black Friday deals. Boost your sales conversion by promoting these items with enticing offers and creatives.
Learn how to use discount codes to increase sales in this article.
To build customer loyalty, offer special discounts to anyone who signs up for emails or take surveys. Black Friday is a prime opportunity to gain visibility and attract new customers who may be discovering your business for the first time.
A user-friendly, well-designed website is essential for turning these opportunities into sales. A smooth shopping experience can make all the difference in retaining customers and maximizing your Black Friday success.
You may also like: How to create a landing page that sells
Final thoughts heading into Black Friday and Cyber Monday
Just as with any other sale, it always takes a bit of planning to beat last year's numbers. Remember to:
- Start planning your Black Friday and Cyber Monday marketing strategy as soon as possible.
- Assess your inventory and decide what items you want to advertise.
- Decide where you want to invest your marketing cash — email blitzes, social media marketing or digital advertising.
- Create all of your articles, posts and videos (including your graphics) well before you need them and schedule each for distribution.
The more prepared you are for your Black Friday and Cyber Monday, the better your final numbers will be. Best of luck out there, business owners, and have a happy, successful holiday season!
Frequently Asked Questions
Still have questions? The answers might be here.
What is Cyber Monday?
Cyber Monday is an online shopping day that takes place on the Monday after American Thanksgiving.
Is Cyber Monday a thing in Canada?
While American Thanksgiving isn’t as critical to Canadians, Canucks are willing to spend on both Black Friday and Cyber Monday.
You might also like: Prep Your Online Store for Holidays in 10 steps
Why Cyber Monday if there is Black Friday?
Cyber Monday focuses more on digital sales.
Originally, the purpose of Cyber Monday was to help small businesses compete with big businesses offering in-store discounts on Black Friday. As the popularity of these events has grown, it has become tougher to differentiate between the two days.
When is Cyber Monday this year?
Cyber Monday is on December 2, 2024.
Is Cyber Monday better than Black Friday?
Traditionally, Cyber Monday was known for offering better deals for online shoppers.
However, as fewer people camp outside physical stores, the gap between the discounts available on Black Friday and Cyber Monday has narrowed significantly.
Nowadays, it’s tough to determine which day offers better deals, as consumers have come to expect discounts on both occasions.
What sells the most on Cyber Monday?
Previously, smaller items used to sell more on Cyber Monday and big-ticket items like TVs and electronics used to sell more on Black Friday. But as the difference between the two days becomes negligible, businesses have to depend on what they know about their customers to predict their behaviour.
How long do Cyber Monday sales last?
Cyber Monday sales, once limited to a single day, have now expanded to a week or longer as consumers increasingly seek early deals.
This 2023 Holiday Spending Report highlights a growing preference for early holiday shopping, especially online, with shoppers eagerly responding to early discounts and promotions.
What are the products that will be most sought after this year?
Clothing and electronics are considered to be the most sought-after products this year.
Which stores participate in Cyber Monday sales?
Many stores from airlines to restaurants that have an online presence participate in Cyber Monday sales.
Amanda Schewaga and Kadambari Bahl contributed to this post.
