You thought Black Friday was over. You thought you could relax and focus on the rest of the holiday season. Well, sorry to trigger you but we have the most recent stats from Black Friday 2018. And this year was record-breaking: $3.7 billion on Thanksgiving, $6.2 billion on Black Friday, and $7.9 billion on Cyber Monday. Here are some of the top holiday strategies of 2018…
Fast Fashion Flash: Fashion Nova
Have you ever heard of Fashion Nova? Well you will, because the clothing brand was the fourth Googled fashion brand after Chanel, Yves Saint Laurent, and Dior. The up-and-coming brand enlisted overnight sensation Cardi B to release a collaboration line just before the holiday season. With the help of the rapper, Fashion Nova generated $10.8 million in just three hours.
But that’s not all. Fashion Nova created a social campaign with 12 unique posts to promote flash sales. The takeaway from this campaign is that your sale should mimic your brand’s energy. If you are a loud, in-your-face brand your campaigns should have the same energy. Don’t be afraid to lean into your company persona.
Simplify Your Channels and Checkout: Pura Vida
Pura Vida Bracelets have been known to top the charts consistently. 200% YoY growth rate in 2017, 210% YoY growth rate in 2018, 1,447% growth rate over the past five years. Pura Vida parallels their social marketing strategy with their email marketing. They also kept it simple by reducing their layout size on their website to make checkout easy and effortless.
During Black Friday and Cyber Monday, Pura Vida generated 350,000 orders. “Last week has been our biggest ever,” says Griffin Thall, Pura Vida Bracelets’ CEO. “By the time we turned off the sale at 6 a.m. Wednesday, all our marketing and optimization efforts added up to 120% year-over-year growth compared to Black Friday Cyber Monday in 2017.”
Consumer FOMO: Kylie Cosmetics
“We launched at like 3 o’clock,” said Jenner, “and I refreshed the page and it was gone. It was under a minute. It had to be like 20 seconds and it all sold out. I was just in shock. I never imagined it would become as big as it has.”
Since 2014, Kylie has created a $900 Million company. How does she keep selling out over and over? She keeps her customers wanting more. With her social media talents, the youngest Jenner strategically posts when “Out of Stock” items have been restocked. And rather than removing the “Sold Out” products, Jenner leaves them live and unpurchaseable to create the sense of customer having a fear of missing out moment (FOMO).
Adding personalized shopping can push customers closer to the checkout button. This technique also humanizes online shopping. Being able to create Black Friday Content around a variety of your prospective buyers is a great way to tend to all customers. Need more on personalization? Check out here on our part 1 and part 2 blog series.