Undoubtedly, Black Friday is among the most profitable periods of the year for both sellers and buyers. Black Friday discounts, which users look forward to all year for affordable shopping, will start on November 25th this year.
So, what can you do to increase your sales during this period when shoppers are eager for discounts? Although it is quite difficult to stand out in a period when many campaigns from SMEs to giant companies are organized, it is not impossible.
Tips on how to increase your sales on Black Friday 2022 await you in the continuation of our article!
When is Black Friday 2022? How Long Will It Last?
Black Friday 2022 starts this year on Friday, November 25th. Although the discounts officially last for one day, many e-commerce companies in Turkey organize daily, weekly, and monthly campaigns specific to November. Companies prepare campaigns with different dynamics by localizing Black Friday with names such as “Legendary Friday, Legendary Days, Pink Friday.”
Particularly for sellers on marketplaces, the extension of Black Friday throughout the entire month of November can be considered an opportunity for higher sales figures. Since the campaign period has been spread over the entire month for several years, the shopping habits of many users in Turkey have also changed. Therefore, the Black Friday sales strategy has become much more important than in the past.
Analyzing the 2021 Black Friday data for your sales strategy can be beneficial for seeing many things more clearly in the planning phase. Now let's examine the 2021 data!
What Can You Learn from Black Friday 2021?
Black Friday 2021 data had increased exponentially compared to 2020. This trend is undoubtedly continuing to increase every year. Therefore, it is possible to say that Black Friday 2022 will also have a higher transaction volume than last year. The data announced by the world's e-commerce giant Amazon for 2021 was as follows:
• More than 130,000 third-party sellers exceeded $100,000 in sales.
• US-based third-party sellers sold an average of 11,500 products per minute between Black Friday and Christmas.
So, which categories were in demand on Amazon in 2021? In Amazon Turkey's 2021 Black Friday report, the top 3 categories with the most sales were announced as follows:
• Computer
• Phone and phone accessories
• Kitchen products
On the other hand, the categories in which Amazon Global made the most sales were announced as
• Home products
• Toys
• Clothing
meaning that if you are an Amazon seller, it will be useful to check out these categories when doing product research for November discounts.
Black Friday's Turkey Report
Black Friday's marketplace statistics in Turkey also carry very important signals for local sellers. Last year in November, a total of 407,785 campaigns were organized in marketplaces.
The category with the most campaigns organized was the fashion category with 158,762. Fashion was followed by electronics with 62,612 and house & living with 49,618.
Black Friday 2021 Turkey Campaign Data
What Are the Best Selling Products on Black Friday?
The best-selling products in Black Friday discounts can be in categories very different from what is expected. To understand this better, let's look at the top 10 products Amazon Turkey sold during its "Smile Friday" discounts:
• Julius Meinl President Blend 250G ground coffee
• Elidor Superblend 2-in-1 shampoo
• Yumoş Extra concentrated fabric softener Lilyum 1440 ml
• Nescafe 2-in-1 10-pack
• Domestos Bleach Pine Freshness Maximum Hygiene 3240 ml
• CLEAR Men anti-hair loss shampoo 600 Ml
• Nestle Damak Square 63G
• Yumoş Extra concentrated fabric softener Orchid 1440 ml
• Familia Plus 3-ply toilet paper 32-pack
• Julius Meinl Jubilaeum Blend 250G ground coffee
When we examine the list, it is possible to see products that would surprise many sellers. While many users will turn to products in the electronics category, supermarket, home-living, and kitchen products are also among the highly popular categories on Black Friday.
Is Your E-commerce Business Ready for Black Friday?
For Black Friday campaigns, it may not be enough to prepare only in terms of product discounts. It is very important to prepare for all processes from the beginning to the end of the sales journey, such as website speed, payment infrastructures, supply, and shipping.
Since November is a very busy period in all sectors, it can cause many disruptions. For this reason, completing preparations before October ends can be the key to a seamless process. So, what are the checkpoints when preparing for Black Friday discount days?
Can Your E-commerce Site Handle the Traffic?
Since November is the busiest month for e-commerce, there will be serious increases in the number of daily and instantaneous visitors compared to the other 11 months. Especially if you have a campaign that attracts the attention of users, you can host thousands of users simultaneously.
In such a case, you must discuss with your service provider beforehand to ensure that your website infrastructure is powerful enough to handle this traffic. Every site's infrastructure and server resources accept operations up to a certain number of users; increasing this number, at least specifically for November, is very important to avoid missing out on potential sales opportunities.
Is Your Payment Infrastructure Fast and Easy?
The payment infrastructure is one of the most important trust signals, especially for new users who did not know you in the past. Offering fast and easy solutions for your potential customers during the campaign period will have a positive impact on sales rates.
Offering multiple payment methods such as bank transfer, credit card, or cash on delivery is ideal for targeting various users. In addition, providing a payment infrastructure that complies with internet security protocols (HTTPS and SSL) is the most critical factor for both your business's reliability and for users to shop safely.
Is Your Site User-Friendly?
Since web technologies and user habits have changed, it can be said that user-friendly websites are one step ahead as one of the most important factors of sales success. There are many metrics for a user-friendly website. We can summarize these metrics as follows:
• The user being able to reach what they are looking for quickly
• Simple and clear product and category pages
• Clear and real product images
• Detailed and understandable product descriptions
• Fast and easy-to-navigate menu structure
• Ease of carrying out the purchase transaction
• Easily accessible support service
Each of the items above is a part of the experience you offer to users visiting your website, and each will contribute to your success at the end of the day by adding value to the sales journey.
Are Your Stocks Ready for Black Friday?
Undoubtedly, the most important part of Black Friday is your stock. In a scenario where you make sales above your stock levels, it is highly possible to encounter many returns due to late shipping.
At this point, pointing out that excess stock can also create a significant disadvantage if the expected sales are not reached. For this reason, reviewing last year's Black Friday e-commerce sales reports and keeping stock slightly above those results will be a less risky strategy.
How Can You Increase Your Sales on Black Friday?
You can increase your sales by standing out in the chaotic sales environment that occurs during the Black Friday period. Marketing strategies created at this stage can put you ahead of your competitors. So, what kind of strategy can you follow?
Create Special Anticipation for Black Friday
Black Friday, Cyber Monday, and all other e-commerce campaigns are designed to drive a sudden increase in sales by utilizing powerful psychological triggers such as urgency and scarcity.
For this reason, making announcements and moves that will build anticipation before presenting your campaign builds excitement among your customers and triggers their purchasing decisions.
In addition, adding some details regarding time and stock limits to your campaigns will further trigger the psychology of urgency and scarcity, thereby strengthening the purchasing process and demand.
Complementary Product Offers
Bundling complementary products is another great way to boost your revenue during Black Friday discounts, instead of offering a discount on a single product.
Ideally, you can upsell a lower-cost, high-margin product that you can bundle with your primary offer to make it more appealing.
Even if your business only has one product or service, you can create a similar appeal by bundling a partner brand's gift card, a complementary product, or a special offer.
Advertising Opportunities
Although advertising costs increase during campaign periods, there are many digital advertising channels available. Selecting advertising channels appropriate for your audience and product from among many platforms, such as Google and YouTube ads, and Facebook, Instagram, Twitter, and LinkedIn ads, will be highly effective in announcing your campaign.
At this point, addressing appealing points in your ad visuals and texts can trigger maximum efficiency with a minimum budget.
The Impact of Mobile Sales on Black Friday
With the widespread use of mobile devices and the emergence of new platforms, it is important to help consumers discover new things, meet their needs, and shop without facing obstacles.
Customers want to buy from brands that offer a personalized and relevant service. This indicates that as a seller, you have other important tasks besides stocking up and organizing campaigns. The hours with the highest sales during Black Friday 2020 were determined to be between 00:00 and 01:00.
In order to keep your sales under control during these hours, which are outside of working hours, it is crucial that you regularly test your e-commerce site or mobile application and ensure it is adjusted to handle the incoming customer traffic during these hours.
When is Black Friday (Kara Cuma) 2022?
Black Friday discounts are on Friday, November 25, 2022, this year.
How Long Will Black Friday 2022 Last?
Black Friday lasts for 24 hours every year. This year, Black Friday will start on November 25 at 00:00 and will last until 23:59. Local shopping festivals such as "Legendary November" or "Legendary Friday" usually continue throughout the entire month of November.
Which Products Will Be Discounted on Black Friday?
Since brands from many different sectors participate in the Black Friday shopping festival, it is possible to see discounts in almost every category.
