Preparing for Black Friday 2021

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August 11, 2021

The holiday season in 2021 is going to be a benchmark year for retailers and brands with Black Friday kicking off holiday spending. With the vaccine rollout, restrictions have been lifting nationwide and retailers have been able to resume in-store shopping. Brands are looking back to 2019 data in anticipation for 2021 tactics since 2020 trends were skewed by the pandemic.

In 2019, 87% of consumers planned to do Black Friday shopping in-store with consumers planning to increase spending for the season (Deloitte, 2019). These consumer behaviors were severely impacted in 2020. For the first time in Black Friday history, most consumers planned to shop online instead of in-store. CNBC reported a record 21.6% increase in online consumer spending in 2020, reaching $9 billion (Thomas, 2020). With restrictions in place due to the pandemic, retailers that had embraced an omnichannel strategy were better able to support this shift, particularly eCommerce platforms with an intuitive, user-friendly experience.

“Black Friday is our first conversation with our clients within seasonal.”

At Compass Marketing, Black Friday tactics lead our seasonal strategy conversations with our clients. With nuanced recommendations based on consumer behavior, we make sure our clients are prepared for success on Black Friday and throughout the rest of the holiday season. For example, in general, Black Friday shoppers expect more hot buy or “twofer” deals while later holiday shoppers anticipate inventory liquidation.

We don’t have a one-size-fits-all approach. Instead, we examine each client’s portfolio and make specific recommendations tailored to their business. We are experts on our clients, their categories, and their products. We employ our knowledge of channels to explore new opportunities for our clients and help them win through unique, innovative approaches. Compass Marketing excels as an agency because we foster communication and build long-term, trusting relationships with our clients.

At Compass Marketing, we refer to this as “platinum account management.” We leverage this approach during Black Friday and the holiday season to discover new ways for our clients to meet their goals and grow as brands. In an interview, John Adams, Senior Account Executive and Client Business Manager at Compass Marketing, said, “We know our clients. We know our retailers. If we see a gap, we present opportunities.”

“We don’t have a one-size-fits-all approach to Black Friday or the holiday season. Instead, we examine each client’s portfolio and make specific recommendations tailored to their business.”

What does this mean for brands? In order not to lose sales, brands need to prepare for the entire holiday season, not only the quick hit of Black Friday. Brands also need to identify opportunities that will make their products stand out over other promotions. Compass Marketing account managers provide these services for our clients. We communicate with retailers, manufacturers, and our clients to make sure the supply chain is ready and to uncover unique opportunities. Additionally, we examine the items that do well during Black Friday and the holiday season and recommend expanding these items into everyday categories, growing our clients’ business.

Compass Marketing has years of knowledge and data-driven strategies for our clients to win. If you would like to learn more about what Compass Marketing can do for your brand during the 2021 holiday season, reach out to us at info@compassmarketinginc.net. We have a team in place to help you meet your goals.

RESOURCES

Deloitte (2019, November 25). For Retailers it is the Most Wonderful Time of the Year. https://www2.deloitte.com/us/en/pages/about-deloitte/articles/press-releases/for-retailers-it-is-the-most-wonderful-time-of-the-year.html
Thomas, L. (2020, November 28). Black Friday 2020 online shopping surges 22% to record $9 billion, Adobe says. CNBC. https://www.cnbc.com/2020/11/28/black-friday-2020-online-shopping-surges-22percent-to-record-9-billion-adobe-says.html

Contributors

John Adams

John is a senior account executive and client business manager at Compass Marketing.

KIMBERLY REACH

Kimberly is a copywriter at Compass Marketing. She helps brands build relationships with consumers across platforms with authentic copy and strategic recommendations.

Sam Paciello Jr.

Sam is an art director and graphic designer at Compass Marketing. He helps brands tell their stories through persuasive and engaging design.

WE ARE HERE TO HELP

Compass Marketing can help you discover opportunities for your brand. Our account managers and eCommerce experts use a holistic approach based on data and insights to help guide brands to success. If you would like to learn more, please reach out to info@compassmarketinginc.net! We are always happy to help and would love to learn more about you and your brand.

ABOUT COMPASS MARKETING

We are dedicated to making brands more valuable by combining the very best in insights and experiences with unmatched human interaction. Our team of sales, marketing, and digital experts is dedicated to growing our clients’ market share and building brand equity. We combine art and science—pairing the personal expertise of our team with proprietary technology—to help brands grow quickly and efficiently. As an Amazon Ads partner, we can help brands realize significant growth on one of the world’s largest eCommerce retailers.

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POST TAGS: #BLACKFRIDAY, #COMPASSMARKETING, #OMNICHANNELSTRATEGY

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