Why is Black Friday the ideal stage for small businesses to shine?

With over $9.12 billion dollars spent in 2022 (Forbes), one day stands tall as the pinnacle of the spending frenzy – Black Friday. 

While Black Friday is often associated with retail giants and massive discounts, this mega-shopping day isn't just reserved for the big players. For small businesses, Black Friday presents a golden opportunity to showcase their products, services, and brand in a way that can leave a lasting impact. 

In this blog post, we delve into not only why Black Friday is the ultimate platform for small businesses to advertise, but also marketing strategies to ensure your SMB makes the most of this bustling shopping extravaganza.

The Power of Black Friday

Black Friday isn't just any shopping day – it's the granddaddy of them all. The day following Thanksgiving has earned its reputation as the biggest spending day of the year (only to have been recently surpassed by its good friend, Cyber Monday). 

Shoppers flock to stores and online platforms with their wallets primed, ready to capitalize on jaw-dropping deals. And, with 76% of American consumers planning to do the majority of their holiday shopping on Black Friday this year, this massive influx of eager customers provides a unique opportunity for businesses of all sizes, including small ones.

Why Black Friday Matters for Small Businesses:

• Exponential Exposure: Black Friday generates a level of consumer interest and attention that's unparalleled. By joining the fray, small businesses can benefit from the massive wave of shoppers actively seeking deals and new experiences. This heightened visibility can significantly expand your brand's reach and attract new customers who might not have noticed you otherwise.
  
  
• Level Playing Field: On Black Friday, consumer focus isn't solely on established brands. Shoppers are on the hunt for value, quality, and unique offerings. This levels the playing field, allowing small businesses to shine alongside larger competitors. A well-crafted advertising campaign can help your business stand out and capture the attention of savvy shoppers.
  
  
• Showcasing Uniqueness: Small businesses often offer products or services that are distinct and tailored to their audience's needs. Black Friday provides an excellent platform to highlight what makes your offerings unique and why customers should choose you over the competition. Use this opportunity to tell your brand's story and connect with customers on a personal level.

Strategies for Small Businesses to Capitalize on Black Friday:

• Early Planning: Start planning your Black Friday campaign well in advance. This includes designing eye-catching visuals, crafting compelling offers, and identifying the best channels to reach your target audience. Coming up with a last minute Black Friday marketing strategy is most likely not going to cut it when you consider the competitiveness of this day. 
  
  
• Exclusive Deals: COUPONS! SPECIALS! PROMOTIONS! Perhaps the most crucial aspect of your Black Friday marketing strategy is that you offer shoppers what they are looking for – exceptional deals. In order to stand out, you need to offer exclusive discounts or promotions that are only available on this day. The sense of urgency and the value proposition can entice customers to take action.
  
  
• Engaging Content: Alongside your deals, create engaging content that aligns with your brand's values and resonates with your audience. This can help establish a deeper connection and reinforce your brand identity.
  
  
• Seamless Shopping Experience: Ensure that your website or store is prepared for increased traffic. A smooth shopping experience is crucial to convert visitors into paying customers.
  
  
• Advertise Everywhere: Ordinarily, it takes 7 impressions to influence a customer's purchase decision. Now, consider the challenge on one of the year's most fiercely competitive days—how many impressions must be made on a customer before they commit to conversion? It's safe to assume that the number is substantial. That is why for a day like Black Friday you must advertise everywhere – online and offline – in order to keep your brand at the forefront of customers' minds when the big day comes around. 

The Underrated Black Friday Advertising Platform – Direct Mail 

In the digital age, where screens command our attention and emails flood our inboxes, there's an advertising platform that exudes a timeless charm – direct mail.

As Black Friday looms, the competition for consumer attention intensifies. Within this digital cacophony, direct mail emerges as an unsung hero, offering a distinct and potent method to captivate your audience.

EDDM®, in particular, proves to be an indispensable tool for catapulting your Black Friday deals into the spotlight. This innovative solution empowers you to seamlessly design, print, and mail targeted postcards at a fraction of a stamp's cost. By selecting desired postal routes for delivery, EDDM® ensures your postcards reach EVERY residential mailbox without the complexity of mailing lists or permits.

Below, uncover why EDDM® is the game-changer your small business needs for a triumphant Black Friday season.

1. The Power of Tangibility

In a digital era, the tangible holds a unique allure. EDDM® leverages the tactile nature of direct mail to create a lasting impact. Imagine potential customers holding your eye-catching postcard in their hands, reading your enticing Black Friday deals, and feeling a personal connection to your business. This tactile engagement fosters a sense of authenticity and trust that's hard to replicate with online ads alone.

2. Blanket Your Local Area

EDDM® empowers you to target your local community with precision. Instead of relying on mailing lists or intricate targeting, EDDM® allows you to saturate specific neighborhoods with your postcards. This localized approach is ideal for small businesses aiming to attract nearby shoppers seeking convenience and local charm during Black Friday.

3. Cost-Effectiveness Redefined

Budget constraints often plague small businesses, especially during high-stakes events like Black Friday. EDDM® provides a cost-effective solution. The costs per piece are significantly lower than traditional direct mail campaigns, making it a budget-friendly choice that doesn't compromise impact.

4. Simplified Process

Launching a successful Black Friday campaign can be overwhelming, but EDDM® simplifies the process. No need for intricate mailing lists or addresses. You select the postal routes you want to target, and your postcards reach every residential mailbox within those routes. This streamlines the process, allowing you to focus on crafting compelling content.

5. Black Friday Special

Harness the spirit of Black Friday by creating special edition EDDM® postcards that highlight your exclusive deals. The allure of limited-time offers combined with the tactile appeal of direct mail can make your promotions truly irresistible to recipients.

6. Memorable First Impressions

Black Friday is noisy, with numerous businesses vying for attention. EDDM® offers you the chance to make a memorable first impression. Your postcard's physical presence ensures it won't be easily overlooked or dismissed, setting the stage for higher engagement and conversions.

7. Customization at Your Fingertips

EDDM® doesn't limit your creativity. With a plethora of customization options, you can design postcards that align seamlessly with your brand and Black Friday theme. Showcase your products, emphasize your discounts, and infuse your unique brand personality into every card.

How to design a standout Black Friday EDDM Postcard? 

Ready to design an eye-catching and effective postcard to promote your small business this Black Friday? 

Unfortunately, achieving postcard perfection isn't always as simple or cost-effective as one might anticipate.

Luckily for you, however, Taradel has revolutionized the postcard design process with our user-friendly, FREE postcard design tool. Taradel offers free, fully-customizable postcard templates created by design professionals. Each template is guaranteed to meet the USPS requirements and print with optimal, high-resolution results.

And the best part? Taradel recently released special edition postcards specially designed to help SMBs stand out this Black Friday.

Below are a few of our favorite Black Friday templates! Scroll through and click on any to begin customizing your own postcard today.  

In conclusion, as Black Friday approaches, small businesses require a potent strategy to stand out and effectively connect with customers – and Every Door Direct Mail (EDDM®) provides an unrivaled opportunity to do just that. 

With its tangible impact, precise targeting, cost-effectiveness, and streamlined process, EDDM® is the ideal choice for promoting Black Friday deals. Embrace EDDM® this year to leave a lasting impression, nurture connections, and ensure your small business thrives amidst the holiday shopping fervor. 

Black Friday isn't merely about discounts; it's a pivotal occasion for small businesses to spotlight their offerings and engage a wide audience of eager shoppers. By deploying strategic advertising, crafting compelling offers, and delivering exceptional customer experiences, small businesses can position themselves for triumph on this monumental shopping day.