Black Friday 2022: A Marketer’s Guide

Successful marketing campaigns take time to plan and execute. Black Friday won’t be on your customers’ minds just yet, but it’s time to start thinking about your approach to your biggest sales opportunity of the year. 

As savvy retailers know, many uncertainties could affect the marketplace as we move into Autumn. As consumers slow their spending due to inflation, expect them to start shopping earlier. Don’t be late to the game, now is the time to plan and ensure you don’t miss out on a key marketing opportunity.

For brands, Black Friday provides an ideal chance to boost your in-season sales and attract new customers in the lead-up to Christmas. Getting the word out there is one thing but cutting through the noise online is an even loftier task, especially considering the strides in e-commerce that social platforms have made in the last year. 

Black Friday is the biggest E-commerce event of the year

Last year, the UK had the largest-ever Black Friday sales, racking up a spend of over £9.2bn.

Whilst Black Friday traditionally used to be an in-store shopping event, where people would queue outside shops from the early hours, we have now witnessed a significant shift to the majority of consumers spending online, due to convenience and vast developments in social platform’s e-commerce capabilities.

This online shopping event has shown huge growth over the last 7 years, and it is set to continue its trajectory. The amount of online buying that takes place shows it’s an unmissable opportunity for retailers.  

Why use influencers this Black Friday?

A recent survey by Statista showed the average daily social media usage of internet users worldwide amounted to 147 minutes (2hrs,27 minutes) per day, nearly double what it was in 2012. Consumers spend their time online and are influenced by who they are following and most of them now prefer to shop for products via social channels.

Traditional forms of marketing don’t work as well as they used to, and those who are not leveraging digital marketing and influencers will be missing out on key strategies that can increase selling performance and results in even more. 

It's extremely difficult for brands to build the same level of trust that influencers possess, but thanks to influencer marketing that trust can be transmitted to your brand. So much so that 4 in 10 Millennials say their favourite influencer understands them better than their friends. 

Not only are influencers the most effective way of reaching younger customers but they also have the ability to create high-quality content that has an authentic appeal, which builds positive brand awareness. Using influencers to advertise your product or to build brand awareness will help to focus the spotlight on your brand while taking advantage of the branded content features, product discovery tools, in-stream advertising, and in-app payment features that are converting consumers into customers, therefore transforming the social media landscape for retailers.

Why you should start planning now

To ensure the success of your Black Friday influencer campaign, it is important to plan ahead and define your objectives clearly. We strongly advise you to take the time to define the objectives of your campaign, the budgets and content calendar well in advance to ensure you are prepared and able to generate buzz leading up to the holiday season.  

In order to collaborate with the best influencers for your brand, now is a good time to start talking to us about our talent roster and influencer partnerships. During the approach to Autumn, brands are eager to secure influencers for their seasonal campaigns, with many bringing them on board for longer periods of time and ambassadorships to ensure exclusivity. 

So, are you ready? 

Our influencer PR mailers, trips and campaigns are award-winning from concept to execution we are able to take the hassle out of organising all of the logistics and finer details including all branded elements, contracts and deliverables.

From creating a brief and sourcing the best influencers for your campaign, to tracking insights and measuring results, Flourish makes the whole process simple and impactful. Get in touch today to find out how you can partner with the very best to bring your Black Friday campaigns to life.

info@flourishmgmt.co.uk