Every year it creeps up on us a bit earlier. One minute it’s October, the next your inbox is full of “BIGGEST SALE EVER” and every shop window in York has a big red sticker on it.
If you run a business, Cyber Weekend can be a brilliant chance to get noticed. If you’re a shopper, it can be a good way to grab a bargain, or a very good way to buy something you didn’t need at 11pm. So here’s my no-nonsense guide for both sides, plus the dates you need in your diary.
Dates for your diary
Grey Thursday: 26 November
The warm-up. Plenty of retailers now start their deals the day before Black Friday, so don’t wait until the Friday to get your offers out.
Black Friday: 27 November
The big one. Shops and websites get busy, so make sure yours can cope.
Cyber Monday: 30 November
Black Friday’s online cousin. If you sell on a website, this is your day.
Small Business Saturday: 5 December
My favourite one. It’s all about shopping with independents, and York is full of them. If you’re a small business, shout about it. If you’re a customer, go and say hello to someone local.
Free Shipping Day: 14 December
A last big push for online orders, with free delivery offers everywhere.
Last posting dates: from 18 December
Check Royal Mail’s cut-off dates before you promise anyone delivery by Christmas. Nothing ruins a December like a missed deadline.
Where did Black Friday come from?
It began in America, as the day after Thanksgiving when the Christmas shopping season kicked off. For years it was a US thing, then the big online retailers and supermarkets brought it over here, and now it’s a fixture in the UK calendar.
What does it mean for the high street?
Plenty of people say the high street can’t compete with online deals. I’m not so sure. A website can’t hand you a cuppa, let you feel the fabric or give you a proper recommendation. If you run a shop, lean into that. Make people want to come in, and make the visit feel like an experience rather than a transaction.
New this year: things worth trying
- TikTok Shop and short videos. More people are finding and buying products through short clips. A quick, honest video of your product beats a polished advert.
- Live shopping. A short live session showing your best sellers and answering questions can feel like having someone in the shop.
- Email and notifications together. Send an email, then a nudge, so people don’t miss your offer. Just don’t bombard them.
For businesses: get ready now
- Make your website quick. A slow site loses customers. Test it on your phone before the rush.
- Check your stock. If you sell in-store and online, make sure the two match up, or you’ll sell things you haven’t got.
- Check your hosting. Busy days can knock a weak server over. Ask your host if it can cope.
- Be clear on delivery and returns. Put it where people can see it. It builds trust.
- Be everywhere your customers are. Email, social media, your website and your window display should all tell the same story.
- Don’t forget your search results. Make sure your offers have their own page that Google can find.
- Use social media. Start teasing a week or two before, not on the day.
- Think about paid ads. A small, well-aimed budget often beats a big, vague one.
- Show off your reviews. Nothing sells like happy customers saying so.
- Make buying easy. The fewer clicks between “I want that” and “it’s ordered”, the better.
- Say thanks. A little message afterwards turns a one-off buyer into a regular.
For shoppers: stay smart
- Plan and set a budget. Decide what you actually need before the emails start.
- Check the real price. Some “deals” were the same price last month. A price history tool helps.
- Have a backup choice. The thing you wanted will sell out.
- Look for the padlock. If a site doesn’t show a secure connection, don’t put your card details in.
- Use strong passwords. And don’t use the same one everywhere.
- Track your orders. Keep your confirmation emails until it arrives.
- Be careful on public Wi-Fi. Save your shopping for home or your mobile data.
- Read the returns policy. Especially on bigger purchases.
- Be wary of too-good-to-be-true offers. If it feels dodgy, it probably is.
- Shop local too. Small Business Saturday is the perfect excuse.
Fancy selling online?
If Cyber Weekend has made you think “I should be doing this”, you’re not alone. It’s easier to get going than you’d think. Here’s how it works.
- Choose what you’ll sell. Start with the things you know people want.
- Get a proper website. It should look like you and work well on a phone.
- Sort payments and delivery. Make it simple for people to pay and know when it’s coming.
- Take good photos. People can’t pick things up, so show them properly.
- Tell people about it. Social media, email and word of mouth all help.
Want a hand?
If you’d like some help getting your website, branding or marketing ready, pop into the studio on Blake Street or give us a ring on 01904 501 524. We’re always happy to chat.