Thanksgiving Weekend Marketing Tips for Small Businesses

Last updated: November 14, 2018 | By Kayla Border

Thanksgiving weekend is one of the biggest shopping events of the year, with over 174 million Americans shopping in stores and online in 2017. This 5-day event kicks off Thanksgiving Day and continues with Black Friday, and Cyber Monday.

96% of weekend shoppers made purchases during last year’s event, spending an average of $355 on gifts and personal items. 60% of shoppers stated most of their purchases were driven by sales. That’s some huge potential for businesses that are willing to plan ahead to capture sales from consumers during the holiday weekend.

Plan Your Black Friday Marketing Campaign Early

Historically, Black Friday kicked off the holiday shopping season with early bird specials luring shoppers out of bed before dawn. Many retailers are now opening their doors on Thanksgiving and extending their sales through Cyber Monday, providing businesses with even more opportunities to capitalize on their marketing efforts. Consumers are also shopping for the holidays earlier, with 22% starting in October.

Last-minute marketing plans are significantly less effective than those that are fully developed 2-3 months prior to when Black Friday marketing campaigns will run. The earlier you have all your promotions planned and ads designed, the less risk you run of missing deadlines and potential customers.

Understand Your Customers’ Needs

With an increased reliance on technology, consumers spend more time searching for great deals. Save them time by integrating a digital marketing strategy to complement your print ads. Reach eager shoppers online with display ads, or drive more consumers to your website with a search engine marketing (SEM) campaign.

Many shoppers also turn to their inboxes to learn about the holiday weekend deals and promotions. Give individuals the opportunity to learn about what you will be offering and send reminders as the date approaches with an e-newsletter. Remember, inboxes will be inundated with special Black Friday ads and Cyber Monday deals, so before you begin reaching out to customers, make sure your approach fits the needs of your target audience. A failure to recognize what your customer is looking for will likely result in a loss of sale.

Start Your Holiday Advertising Today

Have you started developing your marketing campaign for the holiday shopping season? If not, now is your chance. Take some time to analyze what you’ve done in the past. What seemed to resonate with your customers and what didn’t?

Once you have an idea of the type of campaign you would like to run, determine which items or services you’ll need to promote early and how you can set yourself apart from your competition. Black Friday and Cyber Monday will be here before you know it. Make sure you are prepared.