Black Friday & the holidays during COVID

Published: October 23, 2020

Undoubtedly, things are not the same as they were last year. We long for “simpler” times when you could go to the grocery store or out to eat and not worry about masks and social distancing, but of course we are still not even close to a COVID-19 free society.

But, when it comes to advertising, it’s something you have to keep in mind as you plan your holiday ad campaigns. You should consider how “the new normal” will affect your advertising and plan accordingly so you get the most return out of your investments. 

Consumers are expected to still spend graciously during the holidays and you can successfully market to them if keeping a few things in mind.

The traditional “Black Friday” we are used to, where thousands of people pack like sardines to a single department store to grab deeply discounted merchandise, probably won’t happen this year. Sales are likely to start sooner and be more spread out, giving “less crowded” opportunities for shoppers to get their hands on great deals. After all, many stores are still limiting the number of people that can be inside at a given time. 

Reimagine your sale with safety in mind

If you’re a brick and mortar or large retailer who still has to limit foot traffic, consider holding sidewalk sales, making sure your shoppers feel safe (giving away masks/sanitizer/etc), and holding big sales events across several days or weeks to limit congestion.

Focus on eCommerce opportunities

Online shopping is going to be up... WAY UP! Consumers spent $211.5 billion during the second quarter of 2020 on e-commerce, up 31.8% quarter over quarter, according to recent data published by the U.S. Census Bureau. This is good news for online merchants. Heavily market your online sales in a big way this holiday season to take advantage of this increase. 

How can you promote your ecommerce stores?

Multi-channel advertising will put you in front of consumers and help them remember you above the competition. Out of home advertising is suitable for any sized company. Adomni makes it easy to set your own advertising schedule, budgets and target your potential buyers from the comfort of your home or office.

To attract more buyers, try advertising coupon codes, free shipping, and product bundles. Your ads should be creative and eye catching as well.  

Another advantage of using a programmatic DOOH advertising platform is the flexibility to easily test your ads, measure, tweak and repeat. 

The 2020 holiday season will undoubtedly be a learning experience for all of us. Good luck and happy selling!

Written By: Shane Hutton

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