Tomorrow begins the biggest shopping weekend of the year. According to Adobe reports, it could very well be part of the most profitable holiday season ever recorded, with online sales of more than $ 100 billion.
"One in six dollars this holiday season will be spent between Thanksgiving and Cyber Monday, which will result in $ 19.7 billion in sales," reports Adobe.
According to data from a survey of more than 1,200 US buyers, Deloitte indicates that 91% of people who plan to make purchases within the next four days will make some or all of their purchases online. Of the people planning to shop online this weekend, Deloitte says 47% plan to do so on Black Friday and 72% on Cyber Monday.
With so much vacation income to be earned, we asked two brands – Peloton Cycle and Mizzen + Main – for their attack plans for the next holiday weekend.
Carolyn Blodgett, Brand Marketing Manager for Peloton Cycle, explains that this weekend represents a big sales week for the exercise equipment company.
"It's our best deal of the year, and one of the few times we have promotions," says Blodgett, "We know that many of our members are ready to buy by the end of the week of Black Friday. "
Blodgett says his team spends a lot of testing and counter-season tactics so that they're well-prepared to start early in the holidays.
"As with all our major campaigns throughout the year, we have a truly integrated approach," says Blodgett, "Like many brands, Facebook, email and display are part integral to our efforts, on offline channels such as television, radio, out-of-home signage and retail to complement our digital marketing. "
According to Blodgett, last year 's holiday season resulted in an increase of approximately 400% of sales compared to 2015. With such a strong growth, the brand marketing manager needs ensure that the creativity and the media of the company with the overall growth of Peloton.
"For example, this campaign will have hundreds of unique ads that we will optimize in real time to maximize our impact," Blodgett says of Peloton's Black Friday promotion, "We are also focusing on offline channels for ensuring we reach the members where they are and will continue to drive members into our 29 exhibition halls across the country to conduct trials. "
The Mizzen + Main men's clothing line takes a unique approach to Black Friday over other retailers.
"Black Friday and Cyber Monday play a different role for us than most companies," says Mizzen + Main CMO Jen Lavelle.
"Mizzen + Main does not reduce traditionally, we take a firm position not to have sales, so in the past we've introduced new product categories to generate buzz, but this year we offer a special price that we had never proposed before, "explains Lavelle.
Last year, the clothing company launched a new line of chinos for its holiday promotions. This year, instead of a new range of products, Mizzen + Main is offering a bundle consisting of either two dress shirts, one dress shirt and a pair of chinos for $ 200
"We can only access our Black Friday offer by buying more than one product," says Lavelle.
Mizzen + Main has rolled out its Black Friday promotion this week, two days before Thanksgiving, and will run it on Cyber Monday.
"We use social media and an email to prepare Black Friday and Cyber Monday," said Lavelle. The CMO indicates that last year, the brand achieved the best results on its e-commerce channels, because at the time, its product launch was deployed exclusively via online platforms.
When asked what produced the biggest results for Peloton during the holiday season last year, Blodgett says she's trying not to put too much l & # 39; focus on a single channel.
"We know it's the right combination of channels and messages that enables effective and impactful marketing," says Blodgett, "We know that our product is a considered purchase and has low awareness, so we look at our strategy marketing in full, during the year, not just a single week. "
As for extending promotions beyond the Black Friday-Cyber Monday shopping period, Blodgett says it's something she's trying to do. to avoid.
"It's funny how Black Friday's deals have become four-week campaigns.Transparency with our members is important, and we have seen many retailers struggling with an addiction with respect to year – round discounts. "
About the author
Amy Gesenhues is the general reporter for Third Door Media, covering the latest news and updates for land and search engine marketing. From 2009 to 2012, she was an award-winning columnist for a number of dailies in New York, Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more articles from Amy.