Widely considered as one of the biggest annual shopping occasions, the competition amongst brands for Black Friday sales is set to intensify, with new research revealing that Brits are planning to spend an estimated £3 billion this year in Black Friday and Cyber Monday deals.
Whilst Black Friday originally began as a one-day sales event where masses of shoppers would camp outside of shops to secure limited-time deals, now retailers across the globe are offering discounts well before the official date to extend the shopping frenzy.
But amidst changing consumer behaviours and evolving purchasing trends, the Hatch Lifestyle team pondered, how can lifestyle brands leverage Black Friday as part of their PR strategy? Well, let’s dive right in.
Evolving Consumer Trends
Since Black Friday gained popularity, trends and behaviours amongst shoppers has continued to evolve and adapt.
The continued shift towards sustainable and ethically sourced products in recent years has only become more prominent, with many consumers wanting to adopt a more sustainable lifestyle. But, due to the current cost-of-living crisis in the UK and financial challenges consumers are facing, shoppers are struggling to purchase eco-friendly products in the same way as they used to. However, this doesn’t stop consumers from paying attention to what lifestyle brands are doing and may deter from purchasing from brands that aren’t making sustainable efforts as part of their Black Friday offers.
Consumers are also continuing to prioritise convenience post pandemic and are more inclined to shop with lifestyle brands that can offer alternative shopping experiences like click and collect and speedy same day delivery. Pricing also remains to be a key factor in the majority of consumers purchasing decisions and are making the most of their budget by switching to off-brand products, hunting for dupes (a trend prevalent on TikTok) or opting for buy now, pay later services.
Effective Black Friday PR Strategies
In today’s hyper-competitive business landscape, implementing effective PR strategies can make all the difference in boosting a lifestyle brands visibility and reputation. Here are some top tips to enhance your Black Friday PR efforts:
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Storytelling
Every lifestyle brand has a story to tell, and Black Friday can be placed as a perfect backdrop to create compelling narratives that will resonate with your audience. Craft stories around your products and the people behind them – whether it’s showcasing how your products can bring joy in the festive season or emphasising your commitment to responsible shopping, successful storytelling can help you stand out in a crowded market.
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Exclusive Offers
Engaging with your existing customer base is crucial, so why not reward them with exclusive offers or early access to any deals you may be running? We all love to feel special, so by creating a sense of exclusivity with your loyal customers you can strengthen existing brand loyalty. Consider announcing these promotions strategically to both press and through social media to motivate customers to engage with your brand.
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Influencer Collaborations
With 46% of consumers reporting that they’ve discovered Black Friday promotions through social platforms, amplify your Black Friday offers by collaborating with influencers. Whether it’s working with creators you’ve already partnered with in the past, or partnering with someone new, influencers can create engaging content that will raise further awareness for your Black Friday offering.
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Social Responsibility
Black Friday isn’t just about discounts, it’s also an opportunity to demonstrate your brands commitment to social responsibility. Use your PR strategy to highlight initiatives like ethical sourcing, sustainable packaging or charitable contributions tied into Black Friday sales. With consumers becoming increasingly conscious of the social and environmental impact of their purchases, lifestyle brands that showcase their commitment to these causes can gain significant positive attention.
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Optimise your website
Now more than ever, the majority of us are purchasing directly from websites, and Black Friday is swollen with lifestyle brands vying for a spot to rank highly on Google. In order to rank and be seen by as many people as possible, you need to ensure your website is optimised for online shoppers. Consider using keywords that shoppers will search when searching for Black Friday deals and incorporate those search terms into content on your site.
Overall, Black Friday is a golden opportunity for lifestyle brands to make their mark and shine in the competitive retail landscape, and well-executed PR strategy can help you make the most of the shopping bonanza. Black Friday isn’t just about sales – it’s a stage for your brand to communicate its values and connect with customers.
If you’re a lifestyle brand looking to excel your PR strategy for key shopping occasions, drop the Hatch Lifestyle team an email at lifestyle@hatch.group
