){kind=logo}
Hey you !
It’s the event to note absolutely in your diaries: Black Friday (or “black Friday” for the French translation). A key moment for brands but also and especially for consumers, Black Friday 2021 should once again break all records! Yes, after the difficult months we have just lived, it is likely that consumers want to treat themselves, to forget, and to prepare for the end of the year celebrations in a very special way. Passion Media took the opportunity to present the origins of the phenomenon and above all to share with you the information you should not (especially) miss.
Black Friday: what are its origins?
Black Friday is one of the most important events of the year. Yes, since its creation, it has gradually become a key date almost as much as Christmas, Easter or Halloween. So, where does this phenomenon come from? To begin with, let’s go back to its meaning. Literally, it means “Black Friday”. The concept appeared in the United States in the 1950s, the day after the famous Thanksgiving which takes place on the 4th Thursday of November. The event, created from scratch with a marketing objective, aims to launch Christmas shopping. More concretely, it is a kind of XXL sale with very large discounts that are supposed to allow consumers to plan their end-of-year gifts without squandering all their savings.
Since when does Black Friday exist in France?
The phenomenon took some time to arrive in France. It is estimated that it really arrived in 2010. At first, the feedback was mixed. Consumers only saw it as a new marketing date and tended to remain wary. And yet, in 2014, things turned around. Many brands are taking the plunge, promotions are becoming more attractive and sales figures are exploding.
Towards a record edition in 2021?
Experts estimate that the 2021 edition of Black Friday could reach an all-time record of transactions! Yes, after the COVID crisis, the many restrictions, the travel constraints […] It is very likely that people will want to treat themselves and compensate for these few difficult months. Tech will be in the front row (smartphones, touch tablets, TVs and other laptops, etc…) but also fashion, decoration, and all online sales in general.
When will the Black Friday 2021 be?
Good question! It’s the date of the 26th of November that you should note in your agenda. A little nuance though, the event being a resounding success, it is often accompanied by what is called Black Friday Week. In other words? It’s a bit like the private sales that precede the sales. More concretely, many brands choose to offer promotions already a week before the official launch date. And that’s not all! Other key dates have been appearing for some time now: Cyber Weekend (November 27 and 28), and Cyber Monday (November 29). All in all, that makes more than 10 days of opportunities and promotions.
What is the difference between sales and Black Friday?
The main difference? The dates. The sales take place in January and at the arrival of summer. Black Friday takes place at the end of November, just before a period that often involves a lot of purchases for households (end-of-year celebrations) and therefore at a strategic moment. Today, in terms of volume of purchases, sales are still in the majority, but there is a strong chance that the trend will be reversed in the coming years.
Why partner with influencers?
It’s a strategy that has already proven its worth in the past years, especially with millennials. Indeed, communication via influencers is often much better perceived than frontal advertising (which users are increasingly wary of). Content creators play a role of reassurance, all the more key as in this period advertising messages are omnipresent and can sometimes saturate consumers.
Which activations should you focus on for maximum conversions?
- Product reviews: Yes, it’s the lifeblood of any online business. 68% of consumers say they are more likely to buy if they receive positive brand feedback. And on this point, product feedback from a content creator can be a real lever. The best combo? A product review detailing the benefits and positive feedback, coupled with a promotional code.
- Discount codes: This is one of the most popular formats and also one of the most effective. The promotional code with a personal link created specifically for the content creator. The result? A winning bet for all. Easy tracking, a percentage of revenue for the creator, increased sales, and satisfied consumers with a better price.
- Unboxing videos and tutorials: The idea? Propose to content creators to make a video where they unbox the product, detail the content, share feedback, show how they use it. The advantage? It’s a way to recreate the gift experience. During Black Friday, many purchases are made in anticipation of Christmas gifts.
Beyond the activation modes, it is important when setting up partnerships with content creators, to encourage the use of a maximum of tools and especially those allowing in-app purchases (Swipe up on Instagram, Buy It on Pinterest, etc…). A way to shorten the user journey and convert a maximum of prospects into customers.
You know everything (or almost)! So, on your end, what activations do you have planned?
