Get results this Black Friday
Black Friday represents a HUGE opportunity for luxury hospitality venues!
Web traffic to gift shops increases by around 500% compared to a normal Friday – so what you do (or what you don’t do) will make a difference. We’ve filled this page with fresh tips and relevant data insights to help plan your Black Friday gift voucher campaign, helping this peak selling weekend deliver the results you want.
Black Friday 2024 is on
29th November which is in:
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Why your venue should have a Black Friday presence
2nd busiest day of the year
Black Friday is the second busiest sales date of the year.
x 10 more sales
On average, sales are 10 times greater than a ‘usual’ Friday.
£100K sold in a day!
Black Friday has huge potential: top sellers can sell over £100K vouchers in just a single day.
Black Friday best selling gifts
More than 60% of sales on Black Friday were overnight stay or/and spa gifts, for venues with successful Black Friday campaigns. Create an attractive offer that is genuinely good value for money. It’s not just about a discount – add in some extra treats that ‘upgrade’ the customer experience.
Spa Experiences
Combine two or more spa or beauty treatments, offering use of your other spa facilities too, i.e. ‘Hot Stone Body Massage, Mini Facial and access to our luxury spa with Hydropool and Fitness Studio.’
Overnight Stay Experiences
Maximise sales, whilst ensuring you’re not displacing higher tariff business, such as ‘Midweek Mini Break with Dinner’ offers, ‘30% off Suite Experiences’ and ‘Overnight Stay with Dinner & Wine Pairings’ offer.
Spa Breaks Experiences
Combine both spa & overnight stay experiences – apply the promotional code to gift vouchers only over a certain value, therefore encouraging higher spend.
Black Friday buyer profile
Step into your buyers shoes and understand who they are, why are they buying a voucher, who are they buying for, when are they buying and what experiences match their dream gift voucher.
Women
70% of the buyers on Black Friday are women.
Christmas presents
Half of the purchases on Black Friday are Christmas gifts.
For you and me
Over 40% of the gifts are purchased for the buyer’s partner or for themselves.
Early bird
The highest volume of sales are processed between 8am and 11am, but sales start earlier during the week for venues who release their offers earlier.
Successful Black Friday check list
For your Black Friday offer to sell well, it is paramount that you run a strong campaign.
Discuss with your revenue manager / head of departments to understand quiet seasons and what products have the highest margins.
Have your offer planned early, getting it scheduled in the Gift App, so everything is ready.
Design and plan your email campaign, emailing your buyers before Black Friday to let them know you are running an offer and of course on the day, with last minute reminders.
Prepare your social media content (posts, stories, reels, highlights…)
BLACK FRIDAY SUBMISSION DEADLINE DATE
Wednesday 15 November 2023
Please note, we cannot guarantee set up for any offers received after this date.
What do you need help with?
The best-selling gift vouchers on Black Friday are the ones with highest discounts. However, if that’s not for you, there are several ways to get involved and create excitement (and sales) around this date.
Here are some examples of the types of offers that many of our clients run. The best performing offers are clear and undeniably good value.
Promo code
- 20% off all gifts
- 30% off spa experiences
- £50 off accommodation experiences
- £20 off all gifts
Find best practices, training videos and setup forms here:
Special gifts
- Weekend Spa for 2 at £190 (worth £300)
- Dinner for 2 with champagne (for the price of your usual Dinner for 2 voucher)
- £120 monetary voucher sold £100.
Find best practices, training videos and setup forms here:
Customise your gift shop
- Add a carousel with your offer
- Add a Black Friday filter
- Add a pop up message
- Add seasonal photos and inspiring copy
Find best practices, training videos and setup forms here:
Private campaign page
- Feature only a limited number of gifts
- Sent your offer to a specific group of people such as your newsletter subscribers
Find best practices, training videos and setup forms here:
Top tips
When brainstorming about your Black Friday offer, remember the following:
Keep it simple
One type of offer on all vouchers OR one strong offer on a spa or overnight stay voucher and focus your communications on these. Limit the amount of T&Cs and exceptions.
Strong offers
You invest time and effort in creating your Black Friday campaign, so make sure the offer is strong enough to see your efforts rewarded. We recommend to have offers representing at the very least a 20% discount. Best offers were offering at least 35% discount.
Limit the sale window
Only keep on sale for few days, if not one day only. This will create some urgency and make sure buyers place their order right now and don’t leave it tomorrow… and forget. You can also limit the number of vouchers that can be purchased.
Limit the availability
Use Black Friday as a revenue management tool. Make the vouchers only valid on months/days/time slots when you are quiet, so it won’t displace business and help fill empty rooms/seats. (You could offer the option to redeem the voucher on peak times for a supplement).
Tailored copy
Highlight to shoppers that your vouchers are the perfect Christmas Gift or a treat for themselves, reminding them of all that you offer.
Clear saving
Clearly mention in the copy the saving (percentage or amount saved). You know you created a voucher with a great offer, make sure it is clear to buyers too. Don’t refer to the discount or special offer in the voucher name or the recipient description, as these will appear on the actual voucher.
Let’s get started with your Black Friday offer setup!
Start by answering a few questions:
Training Guides
All you need to know about the gift voucher app from creating a new gift to uploading new images or processing a complimentary order.
Log onto the Gift App and click onto the ‘How To Guides’ button.
Help!
If you need help, please contact us:
enquiries@skchase.com