Retailers Turning To Social Media To Promote Black Friday And Small Business Saturday

While Black Friday existed long before the Internet, there was Small Business Saturday – well … [+] only now in the 11th year – was really born in the age of social media.

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Christmas is just around the corner, but first comes Black Friday, which in the age of e-commerce and online retailers – not to mention Amazon Prime Day – remains the busiest shopping day of the year. This is the traditional way to start the holiday season and retailers have some of the best vacation deals around.

You can’t help but notice the excitement that has built up for several weeks over the possibility of deals on the Friday after Thanksgiving. These deals may be rare this year due to supply chain issues. Because of this, social media can be crucial this year to find the lowest prices.

Dr. PK noted that companies are increasingly using social media. This is especially true for those focused on Gen-Z and Millennial customers. You will use this type of media most often. Kannan, Dean of the Chair of Marketing Science at the University of Maryland’s Robert H. Smith School of Business.

Kannan said gift products, electronics, and clothing are likely to all have a huge impact on social media. This makes #blackfridaydeals a great medium for searching. These channels should offer all products that are aimed at these target groups.

Plus, the holiday isn’t just for Black Friday. It is also valid during the four-day holiday weekend and until Cyber ​​Monday next Monday.

According to Dr. Dustin York (Associate Professor of Communication, Maryville University): “Retailers large and small understand the impact of social media.” Consider turning on notifications for your favorite stores on Facebook, Instagram, or Twitter as retailers may offer discounts later in the day . It’s easier to find deals from these stores on social media than anywhere else.

Go small

While Black Friday existed long before the Internet, it became Small Business Saturday – it’s only now the 11th. American Express created it in partnership with the National Trust for Historic Preservation. It has been widely advertised on platforms such as Facebook since its inception.

While some people may remember the Yellow Pages’ suggestion “Let your fingers do all the walking,” it is more popular today to search with the thumb. Buyers can support local distributors as well as smaller retailers across the country by searching for the hashtags #smallbusinesssaturday and #smallbizsaturday.

York stated that local retailers should use Small Business Saturday to increase their power in local search. Local businesses are powered by social media and Google search algorithms, so digitization must be a major factor for business owners. Remember, the majority of local online searches end in a sale – no better day to take advantage of them than Small Business Saturday. “

This is especially true for younger buyers.

Kannan stated that small businesses are very effective at targeting customers and converting them on social media. If the product is geared towards Generation Z and Millennials, this is especially true. You can target your customers via social media based on their psychographic profile and behavior. This leads to very targeted targeting. Display and video ads can be converted at a low initial cost.

Kannan said the other benefit of social media is that it can become a viral hit. “Gen-Z trusts their colleagues rather than promoting pitches,” says Kannan. When a small business item goes viral it can lead to a huge increase in sales. Small businesses should use social media regularly and on Small Business Saturdays.

You can be an influencer

For small retailers and brands, a social media influencer could achieve great success – especially in the run-up to Christmas.

“Social media can be a powerful way for entrepreneurs to take advantage of the biggest shopping weeks of the year,” says Dr. Yuvay Ferguson, Ph.D. Assistant Dean of Impact and Engagement and Professor in the School of Business at Howard University.

Ferguson said that while influencer marketing can be intimidating for small business owners, the power and reach of social networks has proven effective in getting your business known to potential customers. Don’t be afraid to reach out to new influencers even if they don’t have a lot to spend. You might be interested in highlighting similar brands. You can also offer them a coupon code to share with their followers. It’s amazing how many people would be open to the idea of ​​your connection. It’s easy to turn this into a win-win situation by offering your customers a discount or a gift certificate.