Black Friday, the day after Thanksgiving, is regarded as the start of the Christmas shopping season. Most Americans have the day off, and retailers draw shoppers into their stores with enormous discounts. Every year, crowds become so large that shoppers do not always show their best side. Traditionally, Black Friday generated sales for physical retailers, while Cyber Monday was its online counterpart.
This year, that boundary blurred for the first time. American consumers spent more than US$3.3 billion online on Black Friday, over 20 per cent more than the previous year.
Friday 25 November was the day, and the Netherlands also seems increasingly receptive to American customs and celebrations: baby showers, Halloween and, in recent years, Black Friday. Until this year, I had barely noticed it. But push notifications from major brands started arriving on my phone on Thursday night, and by ten on Friday morning my inbox was full of Black Friday newsletters and offers. The Netherlands had joined in on a large scale.
How Black Friday became a dull grey day
I had always seen Black Friday as a great American phenomenon that let me buy products at huge discounts. But it turns out we Dutch people may not quite understand it, or have adapted it to our famous thriftiness. Although some brands offered discounts of up to 70 per cent, most shops gave me a comparatively modest 20 per cent.
Do not get me wrong: a discount is always welcome. But on Black Friday I expect more, following the American example. Discounts of 20 per cent are available almost everywhere during the festive month of December.
Joining the conversation? Keep your audience on board
Responding to a current theme or trend can be an enjoyable and effective way to reach your audience when done well. December is particularly suited to topical content. Here are four things to consider when responding to a holiday or news event.
- Timing: Think carefully about when you act. Joining the Mannequin Challenge now is already very late, and you would need something exceptional to achieve the desired effect. At Progress, we monitor news and trending topics daily so we can respond quickly. Always check whether competitors have beaten you to it. Your internal timing matters too: do you have enough people available to respond if your content becomes a hit or goes viral?
- Planning: At the start of the year, identify the moments you definitely want to respond to. For example, a cybersecurity company could plan around Safer Internet Day on 7 February 2017. Build a calendar of relevant occasions.
- Relevance: Before deciding to act, ask critical questions. Is your intended topic being discussed by your audience? Does it fit the brand? Is it appropriate and responsible to respond?
- Message: Make sure your message is clear. Readers may interpret content differently from how your organisation intended. Always test content before publishing it. Something one person finds funny and obvious may leave another completely confused.
Well-judged topical content can have a positive effect on brand image. Need help? Come to us for inspiration or content creation and end 2016 on a creative note. Contact our Benelux PR agency. We would be happy to explore ideas with you.
Inger
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