Black Friday Encourages Retailers to Keep Those Deals Coming
Disappointing retail results for the past several holiday seasons have led to sales and specials that go well beyond the hype that is ‘Black Friday.’ The lines have definitely been blurred with prices slashed throughout the months leading up to Christmas. This aggressive effort seems to be paying off this year with retail traffic up significantly.
In fact, recent survey results from the National Retail Federation show that 212 million shoppers visited stores and websites over the four day-long Black Friday weekend, up from 195 million last year. In addition, people spent more, with the average shopper shelling out $365.34, up from last year’s $343.31. And total weekend spending reached an estimated $45.0 billion. These figures don’t even take into account the 37.2 percent of Americans who planned to begin holiday shopping before Halloween.
To get the attention of today’s consumer, retailers are taking advantage of the myriad channels available to them. Print, online, television, direct mail – ads are coming at us from every direction. It’s all good but it can get confusing and many times it’s in one ear, out the other. One under-utilized marketing channel is rising above the noise though, demonstrating significant success for major brands across the country. These retailers have committed to reaching the right customers with ‘too good to miss’ offers delivered right to the front door.
The front door is an ideal meeting place – uncluttered, highly visible and primed for action. And today’s front door marketing brings value to a precisely defined audience, with measurable results enabled by technology-based processes. Certainly, the right message combined with a compelling offer receives more consideration in the comfort of the home where consumers are relaxed, more responsive and making their shopping plans. It’s a channel that’s working for major retailers around the country. Are you doing all you can to reach your customers to drive holiday traffic with special discounts meant just for them?