The most important first step is to plan your promotions ahead of time. What do you want to offer your guests on the most competitive day of the year?
Here’s our top tips:
Make sure your webshop is full of branding, info and has a punch.
Set up a specific special offer for the event, brand this as “Black Friday” to drive footfall to the specific product that has the offer applied. Though do note that anything named Black Friday, or any images used as the first image will pull through to the customers email!
Limited availability campaigns bring incredible success. The most successful campaigns in 2023 were heavily discounted cards where only 1,000 (for example) were available. This creates an urgency; driving customers to make a faster decision
Restricted validity also works wonders. Launching promotions with a time limit can help you bring guests in during the quietest time of the year or even just give you a great revenue boost to impress the board with. E.g. 50% off all gift cards, but they can only be redeemed between Jan 1st & Jan 31st
Look after your most loyal customers. Whilst offering 20% off to everyone is great; we had a few of our customers also send a specific email with a higher discount to their database. Or maybe only offer the discount to your opted in customers through the use of a code, and keep it private.
With that being said, 20% is the sweet spot.
Once you’ve decided on your promotion it’s time to set them up! There’s a few things to know to make sure you really nail your Black Friday offering.
1. Decide whether your promotion can be used multiple times or should only be used once per basket.
You can set this on a promotion by promotion basis and means that you can limit how many times your guests can utilise your offering, For example you may decide to go with a very strong offer (such as 50% added value) but only allow your guests to use it on one product per basket
2. Don’t forget that the name and image of a gift card pulls through to the gift itself.
This means that if you include “Black Friday” in the name of your product this will appear on the gift email - which your guests may be sending to others!
3. Toggle doesn’t show the discounted price on the webshop for each promotion.
This isn’t added as part of a promotion (which needs a discount code) but you can use the “special offer” feature instead to let your guests know exactly what discount each product has available. Find out more about that here.
4. Why not try using limits on your Black Friday offer?
You can limit the number of items available on each product to incentivise your guests to purchase your Black Friday promotion quickly! These historically work very well as it instils some urgency into the purchase.
5. Make sure you switch on the ‘double check email’ journey on your checkout
Find out how to switch this on here, this will ensure your guests aren’t entering misspelt emails into the checkout journey which will significantly reduce the number of support queries you receive.
6. What does it mean when someone is in a queue?
Occasionally we may need to place people in a queue if the load on your Toggle shop gets too heavy, this means that we stagger the people that are let through to your Toggle shop. For example, If there is 100 people waiting, we’ll let a % of those people through incrementally
7. Make sure you’re making the most of your database to promote your offering.
Plan your emails ahead of time so that you know who is receiving what and your guests have plenty of time to plan what they want to buy.
It is also good practice to stagger your email sends to big databases to spread the load of people landing in one go, you can use this as an excuse to give the offer to your most loyal customers first by utilising your PoP segments! (if you use Airship you can get in touch with our team for any support you might need with this)
8. How holding stock works on Toggle
We place a 30 minute hold on items added into your guests baskets, this is to avoid any of your products overselling as a large amount of guests purchase your gifts at the same time.
This does mean that the stock may appear to be sold out but then it will become live again as abandoned baskets become available.