An expected £8.71bn will be spent by UK consumers over Black Friday weekend despite 70% of consumers spending less this Christmas due to the cost of living crisis.
Lymington-based Instagram expert Allegra Ghiloni believes Black Friday is an opportunity for companies to easily boost sales before Christmas.
The social media coach suggests companies use Black Friday as an opportunity to:
- Discount surplus products
- Connect with new customers online
- Grow your social media following
- Connect deeper with customers and host a sale in-person
- Market research on product lines
Ghiloni said: “Before posting offers on social media, it’s important to define who you are trying to target and what your sales goals are so you can set out the most effective strategy.
“Use the days before Black Friday to start building hype and inform your online followers of what they can look forward to.
“A great incentive to gain new followers or email subscribers is to open your sales to them before everyone else.”
“You want to make a good impression on your influx of new customers so ensure your digital presence looks tiptop.”
Allegra Ghiloni, Social Media Manager and Instagram Coach
A 2022 study of UK consumers showed:
- Black Friday weekend sales are forecast to fall in comparison to 2021
- 70% believe Black Friday weekend offers better prices and deals for gifts
- Almost three-quarters will do more gift purchasing across Black Friday and Cyber Monday than in 2021
- 91% of the Gen Z generation intend to buy more Christmas gifts over the weekend – the highest age group
In addition to making one-off sales, Ghiloni advises clients to consider how their Black Friday marketing can help their brand longer term by growing a mailing list and online following.
“Brands can promote what will be going on sale on their website, counting down each day until it goes live.
“Instagram Stories can build excitement and posts or reels about products that will be on sale, even team members getting ready for the big day.”
“A great incentive to gain new followers or email subscribers is to open your sales to them before everyone else.”
Allegra Ghiloni, Social Media Manager and Instagram Coach
Ghiloni recommends highlighting original prices and sales prices for customers to see the value of the offer and to make payment, shipping and returns processes clear.
“You want to make a good impression on your influx of new customers so ensure your digital presence looks tiptop. Make sure your website is updated, has the full product line, all the links work, the mailing list signup link is visible, and social media looks engaging.”
Allegra Ghiloni Style Social host Instagram ‘power hour’ consultations to support brands with content and sales strategies.
For more information or to book follow Allegra on Instagram @AllegraGhiloniStyleSocial.
You may also like to read: Social media coach shares top Instagram tips.
