Look to Black Friday Trends to Increase Holiday Sales

Extended timeframe for deals and digital offers can drive seasonal foot traffic this year.

December 07, 2015

CHICAGO – With Black Friday and Cyber Monday deals in the rearview mirror, what’s the best way for retailers to drive store traffic while keeping markdowns to a minimum? Learn lessons from this year’s holiday shopping kick-off, says ChainStoreAge.com.

The site notes that the traditional timeframe for Black Friday was blurred this year, with many sales beginning early in the Thanksgiving week or extending through the long weekend. Additionally, online sales increased 14% this year, proving that Web deals aren’t just for Cyber Monday. Capitalizing on these two trends immediately for this holiday season and making them part of a long-term strategy can increase overall sales, the site reports.

For c-stores, digital coupons that are redeemable in-store only is a strategy that ChainStoreAge.com endorses. Competitive store pricing, too, can combat shoppers who browse in-store but buy online.

Increased online sales “puts pressure on retailers to get the omnichannel experience right and do it profitably,” the site reports. Maximizing digital platforms to increase sales could include the promotion of BOPIS, or “buy online, pickup in store.” But, make sure you’re able to handle increased fulfillment of online orders before making promises to customers.

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