To escape the noise of Black Friday, Set Active created 'Set Miss,' a branded sales event in December. This strategy helps them stand out from competitors by creating their own sales moment. The event has become so successful that it rivals or even surpasses their traditional Black Friday performance.
Instead of offering direct discounts, which can devalue products, consider a double or triple loyalty point event. This strategy incentivizes customers to spend more to earn future rewards, effectively driving sales while encouraging repeat visits and fostering long-term loyalty. It costs little while giving customers a strong incentive.
Revenge Of, a comic book and pinball store, forgoes Black Friday sales. Instead, they offer free pinball all day. This counterintuitive 'anti-establishment' event attracts huge crowds, builds community loyalty, and results in higher-than-average sales, proving a unique experience can be more powerful than discounts.
Actively Black created a powerful brand narrative by building a 'Black owned supply chain,' using cotton from Black farmers for a 'Made in America' collection. This story of economic reclamation resonated so strongly with customers that it became a top-selling product line, proving a meaningful supply chain can be a brand's most compelling feature.
Sean Frank of Ridge advises against complex, multi-day sales promotions. Customers don't track your website daily, and varied offers create anxiety that they might miss the best deal. A simple, clear discount that runs for an extended period is more effective because it's foolproof and respects the customer's limited attention.