What do you imagine when you hear the words “Black Friday”? If you are a luxury brand, you might be thinking of big discounts and loud promotions, which don’t seem to naturally fit a brand with an elegant image. In fact, Black Friday is a valuable opportunity to strengthen your luxury brand profile, acquire new customers and drive sales. And it doesn’t even have to involve a discount.
More brands are joining Black Friday every year, like Jigsaw, which previously pledged never to participate in the seasonal promotion. And Selfridges, which technically doesn’t do Black Friday … but has a “Christmas Comes Early†sale at exactly the same time. Even Louis Vuitton, Chanel and Dior got in the mood (without discounting a dime) by adjusting their opening hours to welcome Black Friday shoppers.
Do you start to feel your unwavering reluctance to participate and start to shake again? Read on to find out how your luxury brand can make the most of Black Friday.
Highlight your brand positioning
You might be concerned that a Black Friday campaign could undermine the high-end reputation you’ve worked so hard to establish. But it will backfire when it inevitably leads customers to buy elsewhere.
Rather than sacrificing your branding, getting involved in Black Friday can strengthen it.
Take your copy and your design. Upgrade your traditional color scheme with a Black Friday twist of stylish monochrome or metallic colors; Charlotte Tilbury showcased her sparkle and sparkles of gold in their promotion last year. And rather than highlighting screaming sales texts, keep your tone of voice sophisticated by talking about can’t-miss incentives like exclusive giveaways, VIP offers, and luxury giveaways.
Charlotte Tilbury ran a premium Black Friday sponsorship campaign with sophisticated copy and design
Make it an experience
Two years ago, in a pre-Covid world, 73% of Black Friday sales were online. A year (and a pandemic) later, orders and referrals have increased by 20%, and we have processed 3 times more referrals than a normal day. With online sales recently estimated at £ 12.8 billion a year, online shopping is sure to dominate Black Friday again.
If the pandemic has forced you to close your physical store, you will have worked hard to recreate your online store experience. Consumers may be able to browse in person again this year, but many will still prefer to shop online, so give them the best experience possible.
Turn your website and physical stores into Black Friday sanctuaries. Other brands feature bold sales signs and items that sell quickly; yours can present a more sophisticated environment, with complementary products and exclusive access. You can even go one step further and make your Black Friday event invitation-only, welcoming your most loyal customers and brand ambassadors (who will no doubt love it on social media).
Tailor personalized content to customer segments. Help product discovery with promotions and free samples. Make it easy and convenient for your customers to try products from the comfort of their own homes.
By creating memorable experiences, you will build authentic relationships with your customers that will lead to long-term loyalty.
Extend your promotion
As Black Friday gets bigger each year, so does it. We have found that order volumes on the other days of the Black Friday week have more than doubled over the past two years. Take advantage of the fact that shoppers will want to shop in the days leading up to Black Friday (as well as the days after) by extending your promotion.
At the very least, launch your campaign throughout Cyber ​​Week; you can even run it for several weeks. That way, you can space your Black Friday messaging and avoid sending a flurry of frantic communications the same day.
By extending the duration of your promotion, you can maintain a sense of calm that matches your high-end positioning and appeals to your audience.
Offer luxury incentives (without the discount)
Black Friday isn’t about discounted prices, it’s about value. There are plenty of ways to make your customers feel like they’re getting good value for their money without damaging your luxury branding. You can invite shoppers to VIP events, enter them into a luxury giveaway contest, or give away free extras (like free shipping or personalization). Incorporate these incentives into your Black Friday referral program for even more powerful results.
Monica Vinader Created A Must-Have Contest For Their Sponsorship Promotion
Another option is to have a Black Friday sale online by invitation only. Not only will this maintain a feeling of exclusivity that will flatter your customers, but it will also encourage others to sign up for your newsletter so that they don’t miss out next time.
If you’re a really high-end brand (with corresponding high prices), chances are your customers will be more interested in exclusive rewards than standard discounts. Take advantage of this by marking the event with luxurious sponsorship rewards, such as limited edition collectibles or free personal purchases from your store for the day. International shoppers who were unable to visit you during the pandemic will be especially grateful for the stylish in-store experiences that make them feel special.
Whether you are a Black Friday veteran or a newly converted skeptic, this year’s event is an opportunity not to be missed for luxury retailers. With a stylish campaign, you can take the opportunity to reiterate your brand’s message, drive sales, and encourage lasting brand loyalty.
Olivia Cox, Junior Editor at Mention Me
