171 | Your Business And Black Friday

The Resilient Retail Game Plan

Originating in the USA as a post-thanksgiving sales event, Black Friday has, over the last decade, become a major, and sometimes divisive shopping event in the UK retail calendar - and based on last year's figures it’s only getting bigger.

As a small business, you shouldn’t feel obligated to take part in a sales event that’s traditionally a mainstay of larger retailers, but you also shouldn’t feel guilty or ashamed to get in on the action. Either way, it’s important to understand Black Friday’s effect on consumer behaviour, the scepticism buyers might have around certain deals and the pros and cons of taking or not taking part for your business.

In this podcast, I discuss the importance of avoiding knee-jerk promotions, why Black Friday doesn’t always have to be about deep discounts, as well as how small businesses can create excitement through exclusivity. We’ll also talk about making sure you take extra-special care of your email subscribers, why you don’t need to be shy about promoting your promotions and to not forget that although they look like they’re for the customers, that any promotions you create should really be designed to benefit you and your business.

Don’t forget - use the code: 10podcast to get £10 off your first month when joining The Resilient Retail Club.