Black Friday is traditionally known for large crowds of shoppers who are willing to wait in long lines out in the cold and get out at all hours of the night in order to score a great deal.

Obviously, that’s not going to happen this year, thanks to COVID-19.

In fact, with rising case numbers and hospitalizations in many places, there’s a real risk that, at least in some states, non-essential businesses may have to face additional restrictions again.

However, even if additional restrictions aren’t imposed, there’s likely to be less in-person traffic than we typically see on Black Friday. But, just because Black Friday will be different this year, it doesn’t mean retailers have to be left out in the cold.

There are many things retail stores can do to make Black Friday a success this year, even with the pandemic. Here are a few things retail stores can do to stay nimble and meet the moment this Black Friday, and for what’s sure to be a weird holiday season.

A retailer’s guide to surviving Black Friday 2020

Make the transition to e-commerce

Predictions of “the death of Black Friday” have been made for years. This is due to an increase in online shopping that have helped to relieve some of the in-store busyness of the day, and it’s been happening for a few years now.

This year, though, the pandemic (and, of course, the recession) will mean even less in-person business in retail stores all over the country.

However, that doesn’t mean that consumers won’t shop this year. It just means that many more will be doing their spending online instead.

If you haven’t already, make the transition to e-commerce and start selling online.

Transitioning to e-commerce sounds scary, but it doesn’t have to be a huge change or mean giving up your brick and mortar store.

It does, however, give customers who may be unable or unwilling to shop in-person this year an alternative way to keep shopping with you.

Offer curbside pick-up

If there’s one thing about online sales that is less-than-exciting for retailers, it’s shipping — and, of course, the costs and logistics associated with it.

Thanks, in large part, to Amazon, online shoppers now expect free shipping, especially if they are spending a little more. And, that can be a tall order for a retailer that is already likely going to be operating on thinner margins than usual.

Shipping can also be a bit of a bummer for shoppers, too, because it means that they have to wait to actually get their purchase. Sure, getting stuff in the mail is always fun, but most people would rather get the instant gratification of getting what they purchased right away.

One great way to cut down on shipping costs while still making online sales is to start offering curbside pick-up for online orders.

Pay attention to product trends

The pandemic has not only had a large impact on how much we spend, but also on what we spend our money on. And, a big part of finding success this Black Friday will be figuring out which products consumers are looking for.

The pandemic has changed a lot about how we live our lives, and that absolutely includes our spending habits.

Here are a few product categories that have skyrocketed during the pandemic so far:

• Outdoor living – It’s much easier (and safer) to do socially distanced hangouts with close friends and family when you can do so outdoors. That has led to a major increase in demand for outdoor furniture, and with the cold weather coming in, many people will also be looking for outdoor heaters and fire pits.
• Home office – Many people are coming to terms with the fact that they might have to be working from home for longer than they thought — for some, maybe even permanently. Home-office equipment, including furniture, computers, webcams and more, has become a popular commodity.
• Fitness – The pandemic has drastically changed the way people spend money on fitness. Instead of paying for a gym membership or group classes, lots of people are looking for in-home fitness solutions, like treadmills, dumbbells and other home-fitness gear.
• Outdoor recreation – Fewer people are hanging out at the mall or in bars, or going to the movies during the pandemic, and more people have looked to the great outdoors for entertainment. This has resulted in long waits for consumers looking for outdoor recreational gear, like rollerblades, bicycles, skateboards, fishing rods, camping gear, etc.
• Leisurewear – When people are home, they want to be comfortable, so it’s no surprise that there’s been an increase in leisurewear sales, making it a good time to sell slippers, leggings, cozy sweaters and more.
• DIY – With the pandemic, lots of people are choosing to do a lot more for themselves. This includes everything from DIY manicures and hair coloring to DIY home improvement projects.

Think long and hard about which products you want to push this year, and make it a point to consider what’s popular in the new world and what people’s changing needs are.

Get creative to increase your average order value

The traditional Black Friday strategy for most retailers is to get customers in the door with doorbusters, and then entice them to buy more once they’ve gotten them inside.

Sometimes, the product that gets people in the door is sold at such a low price that it isn’t even a money-maker for the retailer anymore; it’s a loss leader. The retailer makes up the loss with the other products that are added to the cart on the way to check out.

The goal is still the same — to get shoppers to buy as much as possible — but the strategy has to change in order to meet the moment.

When someone is shopping with you online, they often have a specific product in mind. Also, the path to checking out is usually a lot shorter online, with a lot less exposure to other products to be tempted by.

Here are a few strategies you can use to encourage your shoppers to buy more:

• Display product recommendations on your website – If someone is looking at a product page, make sure that similar and/or complementary products are visible somewhere on the page. Another effective place to add product recommendations is on the cart page itself.
• Recommend products via email – After someone has made a purchase, you have a golden opportunity to recommend additional products through email. By requesting an email address during check-out, you’ll be able to send important information about their order, like a confirmation and shipping updates. You can also request feedback about the products they’ve purchased and recommend others they might like.
• Offer product bundles – Make it easy for your customers to find complementary products by bundling products for them! This is an especially effective way to take advantage of the DIY trend, as you can offer multiple products necessary for completing specific projects.
• Retarget your customers in ads – Remarketing ads are a great way to get more products in front of your previous customers. You can also use this strategy to encourage shoppers to finally purchase products they’ve shown previous interest in.

Advertise your products and store on all applicable channels

Whether you’re doubling down on your online presence, you’re pushing sales through curbside pick-up or you’re employing multiple new strategies to push sales this holiday season, your customers (and prospective customers) need to know about it.

You can offer the best deal in the world, but if no one knows about it, it’s not going to be successful. And, that’s certainly not something new during the pandemic. However, how you advertise may be a little different this year.

Fewer people are getting out and about, which means they might not see your window displays or your ad at the local movie theater that plays before the show. But, plenty of people are spending their time online, making digital marketing a smart focus for most retailers.

Do whatever it takes to increase the visibility of your products and store on all channels that apply. For most retailers, that will mean Google, Facebook, Instagram and YouTube. But, do some research to identify where your target demographic spends the most time.

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Black Friday 2020 isn’t going to look like any Black Friday we’ve seen in the past. But, just like during any challenging period, retailers that are able to make the necessary changes and stay nimble will find success.

This year, for many retailers, that will mean having a functional, effective website and a visible online presence, and Marketing 360® can help.

Marketing 360 is the all-in-one digital marketing platform a retailer needs to grow and manage their business.

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