How do you make the most of the holidays, that seem to pre-empt lots of consumer spending, without looking like a cheap trader? Or, is this the time of the year not to worry about how it looks?
Black Friday and Cyber Monday are late in the calendar this year. That means more than ever this year’s 4-day holiday promotion will spill into Christmas buying. With the year we’re having, there will also be pressure amongst mass-market retailers to discount all the way to New Year’s Day.
These professional retailers will have worked out already what their
promotional plan is.

Yes, they have a plan with objectives. They will know what they’re trying achieve in revenue, average purchase size, overall basket margins, and inventory movement. They will know what their daily
profitability target is.

What they promote; how they promote it; how they price product; how they link product purchases to protect profitability, etc; are all developed to achieve their targets for the promotion.  

What you see in-store, and what you get offered online will be the result of a plan.
Over the last few years I have seen more and more on-course retailers and academies participate in the Black Friday/Cyber Monday ‘festival’. If you do, are you all in?

Do you have a revenue and profitability plan? Are you interested in average purchase value per ‘basket’ and the average profitability of that transaction? Do those answers lead to a promotion plan?

From a marketing perspective, is there a variation of this post-Thanksgiving holiday promotion that you think you need to have as a relationship / community retailer or academy?

And finally, how will this promotion, scheduled for November 27th to 30th this year, sit alongside what you want to plan for the December holidays?

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