Despite all the offers in shops, UK shoppers opted for online sales this Black Friday. Sales on the high street were down 7% compared to last year and down 5% in shopping centres.
But, online sales on Black Friday were up an incredible 25% compared to 2015. With a clear preference for online shopping, retailers focused their efforts into marketing for online sales and it worked.
While the campaigns for the shopping holiday were fairly underwhelming this year, we’re bringing you the good, the bad, and the ugly to show what works with shoppers.
Patagonia, the US-based outdoor apparel company, has always been committed to giving back. In addition to the 1% of annual sales they already donate, they vowed to donate 100% of global sales on Black Friday this year to grassroots environmental groups.
Breaking a record, and their prediction, Patagonia will be donating a whopping $10 million to organisations all around the world. In addition to offering discounts to their customers, they’ve made a declaration of their devotion to the environment.
This type of advertising can only be good for business. Their quality products have been matched with quality people choosing to do high-quality things for our world. A*!
Cards Against Humanity, dubbed the party game for horrible people, is filled with surprises as is their Black Friday marketing - the company deploy a new prank each year. With the CEO admitting that they all “hate Black Friday,” each stunt seems more extravagant than the last. The company started in 2012 and, for 2013, they actually raised their prices by $5 on Black Friday. In 2014, 30,000 people all paid $6 each for the Black Friday deal to be mailed a box of excrement (yes, really). Last year, 1,199 people donated over $70k which the team spread equally among themselves (you can see what they bought with the money here . )
This year, they’ve opted for more donations. Raising over $100k, the money instead goes towards digging a really massive hole, affectionately called the Holiday Hole. You can see how it all went here .
The reason this Black Friday campaign is “not-so-bad” is because the company already donate massive amounts of money to charities and organisations. While the consumer gets nothing out of these “deals” (well, you could count pride of a hole, -$5, and a box of excrement as something ), Cards Against Humanity receives tons of press and recognition each year. This method may work for your business, but we highly recommend proceeding with caution (and maybe consult us first, yeah?).
It seems nothing will slow the sales of Apple. Globally, they have sold over 1 billion iPhones as of April this year. That doesn’t even count their laptops, desktops, tablets, and accessories such as software or iTunes.
This tech giant is sought after for all demographics from students to professionals and with a price to match. On the more expensive end of the device spectrum, it’s no wonder many people waited until Black Friday to make their holiday purchases. But, I hope they didn't hold their breath.
Despite many stockists lowering the prices of the Apple products in stores and online, Apple itself did not drop their prices a single cent. Instead, they included gift cards in their sales. The more expensive the purchase, the more the gift card value but they seemed to top out near the £100 mark.
Overall, Apple didn’t provide any tangible incentive to their customers. By dishing out gift cards, they merely solidified future purchases. While this may have worked for some customers, especially those really seeing the value in Apple products, many have gone for 3rd party vendors to save some cash.
How to Make It Work
Your industry and your market dictate what will and won’t work for Black Friday deals. In some cases, it pays (literally) to go big. In other cases, publicity might be all you need. It's all about knowing how, when, and where to market. Leave it to us to manage this grey area for you. Get in touch with us today to book in a free consultation.
Over the last month you may have noticed the cleaner look to the LinkedIn interface and the new features that have appeared within this new makeover. However, this isn’t just a small change - the upgrade has created a faster, smoother, easier-to-navigate site with a layout very similar to that of Facebook. So, what are the main changes and enhanced features you really need to know about?
Here are a couple of the best bits about the new upgrade to ensure you and your business are making the most of LinkedIn:
1/ The LinkedIn messenger features have leaned more towards the Facebook Messenger in appearance. But, the best part for us is the suggested responses feature to InMail (available on premium). This means you can very quickly get back to people with an automated response letting them know if you are interested or not. This response can be edited to make the message more personalised.
On Thursday 23rd March, the Digity team travelled to Heathrow with cars full of stand equipment, brochures, televisions, and tables ready to wow the visitors at the West London Business Show.
As marketing partners with the show, our signage, brochures and media designs surrounded the hall including huge signs showing the schedule for the day. Our banners and leaflets were unmissable. With the schedule often changing only a couple of days before the show, our designers were flexible, quick and innovative in adapting to alterations in a short time span. The brochures, signage and other advertising media were sent off to the printers and you can see below how great they looked in time for the show!
Barclays have developed a series of events entitled ' Fired up for Growth ' and Digity are delighted to have been included as their digital partner for the Berkshire series. If your business has the potential to grow, this event will help you find out how to unleash your potential.
This Clinic will give you the impetus, pose the questions, and share great ideas, to help your business grow. You’ll get practical tips and incisive information.
Last month, we covered the best ways to get more followers for your brand's Instagram account .
This month, our social media tip series goes a step further to explore How to Successfully Use Instagram Stories.