Repeat Purchase

Black Friday Sales Strategy Part 2

Run your sale too long, and shoppers hesitate. Make it too complicated, and they leave. In Part 2, Brooks and Corey Reid, on/Sight’s Chief Growth Officer, explain how to plan a Black Friday and Cyber Monday sale that’s short, simple, and urgent.

In this episode:

• When to start: why the strongest window runs from the Monday of Thanksgiving week through Cyber Monday, and why extending a sale past that can look desperate
• Change the offer each day: feature a different product or collection every day so you have something new to email about and shoppers keep coming back
• Keep the offer simple: if it takes two paragraphs to explain, shoppers won’t understand it, and complicated tiered discounts are hard to set up
• No midnight launches: schedule your sale ahead of time instead of having your team switch it on at midnight on Thanksgiving
• Don’t advertise a discount almost nothing qualifies for: an “up to 70% off” email with one item at 70% off costs you shoppers’ trust
• Set a revenue goal and work backward: use your conversion rate and average order value to see what you need to hit it
• Choosing a discount: start with your gross margin, don’t count on holiday buyers coming back next year, and test percent-off against dollars-off in your emails now

If you missed Part 1, start there. It covers the product page, simplicity tests and compare-at pricing.

Questions or a topic you’d like us to cover? Email [email protected].

Repeat Purchase is a podcast by on/Sight about growing ecommerce brands, with practical episodes for Shopify merchants.

Black Friday isn’t one day anymore. It’s closer to two full weeks of November, and the brands that do best start getting ready in October.

In this episode, Brooks is joined by Corey Reid, Chief Growth Officer at on/Sight, for his first episode as co-host. Corey has scaled DTC brands like East Fork Pottery, Hedley & Bennett, and Counter Culture Coffee before on/Sight. Together they cover how to set up your Shopify store to turn more of your Q4 traffic into sales.

In this episode:

• Two kinds of holiday shoppers: people treating themselves to deals, and people buying gifts, and how to sell to both
• Why you shouldn’t rebuild your site for the holidays: change too much at once, and you can’t tell what’s working
• Optimizing the buy panel: clear offers in the announcement bar, navigation that points people to gifts, and strike-through pricing so shoppers can see the deal
• Simplicity tests: why showing fewer variants can help shoppers coming from ads decide faster, and how to test it with landing pages in October
• Discount codes vs. compare-at pricing: why Corey is “100% team change your prices,” and tools that make sitewide price changes easier

Part 2 covers when to run your sale, which discount types to offer, how to create urgency, and when to stop making changes to your site.

Repeat Purchase is a podcast by onSight about growing ecommerce brands, with practical episodes for Shopify merchants.

Welcome to the Repeat Purchase podcast. While running an eCommerce Agency for the past 11 years, Brooks Bostick has seen about everything imaginable within Shopify.

Our first episode sets the stage and tells you what's to come. If you're a CPG brand, eCommerce operator, or simply interested in commerce, this show is for you.