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Black Friday/Cyber Monday plans: Retailers should highlight what they've got

Published November 23, 2021

BOULDER, Colo. (BRAIN) — Most retailers heading into the holiday season this week remain affected by supply constraints, but that doesn't mean they can't maximize interest in what they do have with Black Friday and Cyber Monday right around the corner.

SmartEtailing — which provides website, marketing, and data solutions for online and in-store sales while working with more than 1,000 IBDs — told BRAIN it's more important than ever for retailers to highlight what's in stock and what can be got from suppliers.

"This includes being very overt in saying things like, 'We have kids bikes,' or 'We have plenty of gift ideas available,'" said Suzie Livingston, SmartEtailing communications and marketing manager. "The fundamental marketing tools remain unchanged: effectively maintain and merchandise your website, be proactive in email and social channels, and advertise on Google if you want to drive high accessory sales."

Homepage merchandising, holiday-oriented landing pages, and email marketing — like "staff pick" emails — go hand in hand with Google shopping ads, Livingston said. Social media posts linking shoppable products on your website also can have a return on investment, she said.

Actively marketing your business is especially important this year during what's shaping up as a competitive holiday season. "Consumers are spending a lot of money, and bike shops need to position themselves to capture a share of that spending," she said.

Trends that SmartEtailing is seeing so far include consumers shopping earlier to get gifts on time, and clients promoting the convenience of online shopping and the benefits of click-and-collect to avoid shipping delays.

"Retailers continue to be highly engaged," Livingston said. "Black Friday/Cyber Monday sales volume in 2020 demonstrated the potential of these days, and retailers are looking forward to similar or even better sales results this year. In the fourth quarter, we've generally seen renewed engagement from retailers in marketing after the summer season tapered."

A year ago, SmartEtailing reported overall sales on its platform during the five-day holiday period beginning on Thanksgiving were up 130% from 2019. 

Livingston said SmartEtailing has worked with Specialized, Trek, and Saris to create holiday-oriented content this year. She said retailers having sales generally run the promotions through the entire holiday weekend. "We are seeing more retailers running sales this weekend compared to last year, mainly featuring accessories and gear to enhance their customers' rides."

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