That time of year is almost here – your Black Friday crystal sale! For anyone who’s not familiar, Black Friday is the day after American Thanksgiving. It’s always the fourth Friday in November, and it marks the start of the busy holiday shopping season.
Black Friday is when retailers pull out the biggest discounts of the year – and crystal shops are no exception. Even if you don’t normally discount your items, you might want to try out a Black Friday crystal sale. Otherwise, you’ll be missing out on the biggest shopping day of the year.
3 steps to run a Black Friday crystal sale
1. Decide on an offer
Your first step is to figure out what kind of discount to offer.
Many stores will have steep, almost too-good-to-be-true deals, like a $100 big screen TV. But notice, they don’t sell all of their TVs for $100.
Instead, they use limited deals to get buyers in the door. And that’s all you need to do.
Here are some types of offers to choose from. You can even mix and match.
- Free shipping on all orders: This is a simple one to implement – just ship all orders for free!
- A flat discount on all items: For example, 25% off everything in your store.
- A discount based on the order value: For example, 30% off orders over $50.
- A deep discount on certain items: For example, 50% off all amethyst.
- Bundle discounts: For example, 30% off 3 or more items.
2. Start promoting early
Plan ahead so you have time to get the word out about your offer. Every other retailer will be in your customer’s inbox and on their feeds; make sure you have a marketing strategy to rise above the noise.
To get ahead of the crush, consider starting your Black Friday sale before Thanksgiving. You can give your customers more time to see your offer by ending it on Cyber Monday (the Monday after Thanksgiving).
Give your buyers a heads up the week before Thanksgiving. Even if you don’t share your exact discount, remind them to check out your store for Black Friday deals.
3. Blast your deal on your marketing channels
The last step is to make sure potential buyers know about your amazing deals! Find out what your most effective marketing channel is and make a detailed plan for it.
If you have an Etsy crystal store:
Use Etsy stats to see which channels are sending you the most traffic. Click into the sections under “How shoppers found you” to see where your visitors are coming from.
For example, I know most of my “direct” traffic is coming from Instagram. I will focus on creating 10+ Instagram posts and Reels advertising my sale, and then adapt those posts for Facebook and TikTok.
If your crystal store has its own website:
Go into Google Analytics to find your top traffic sources. (You do have Google Analytics installed, right? If not, add it ASAP.)
Look under source/medium to see where your traffic is coming from.
In this example, this site gets the most traffic from their email newsletter, so their promo strategy should be centered around email. Pinterest ranks high too, but Pinterest is not suitable for short-term promotions. They should have some Instagram posts ready too.
Don’t be afraid to overshare
It might feel like A LOT to send out dozens of social media posts and multiple emails about your Black Friday crystal sale. Won’t your followers get sick of you?
Nope! Marketing research shows that a shopper needs to hear from you 7 times on average before they’ll take an action – like clicking a link or buying your crystals.
Did you know that when you post on Instagram, only 10% of followers even see your post? And the average email open rate for retail is 23%? That means, when you make a social post or send an email, most of your followers don’t even see it!
That’s why you have to blanket potential buyers with your promo messages as much as humanly possible. Go through every single channel that makes sense for your shop.
It does take a lot of prep work – that’s why we gotta start early. Take advantage of free social media tools like Tailwind to schedule your posts in advance. Tailwind will even tell you what time to post to get the best results.
Have an awesome Black Friday crystal sale
Grab a palm stone, close your eyes, and visualize: You are calm and confident heading into the holiday rush. You’ve defined your offer and given yourself enough time to plan out your marketing. Your followers will see your messaging, multiple times, until they’re ready to come to your crystal shop and make a hefty purchase.
You’re bringing light and joy into their lives – and growing your successful crystal business at the same time!
After Black Friday, Christmas is right around the corner. Is your crystal store holiday ready?