In ten short days, Thanksgiving will be over, but the first weekend of holiday shopping will just be getting started. On (Black) Friday morning, when stores open their doors, shoppers will be there and looking for the best deals possible. Friday has the potential to be one of your company’s most profitable days of the year. So the question is, how are you advertising for it?
In a letter written by Newspaper Association of America President, David Chavern, there is a strong argument for marketing your business in local news media during the holiday season. He makes the point that, “sixty-three percent of consumers rate newspapers' Black Friday editions as "The Ultimate Holiday Shopping Guide" because they focus on local offerings.” If people are looking toward your local publication to find coupons and promotions, this is your best opportunity to create user engagement.
It’s also important to remember that holiday shopping happens during that entire weekend, not just on Friday. The Saturday after Thanksgiving has become known as “Small Business Saturday,” a national movement that encourages shoppers to seek out community businesses when they are buying gifts for the holidays. If your business can’t compete with the deals that corporate chains offer on Friday, choose to highlight your products and services on the weekend. 40 percent of people say they will support small businesses during this weekend and extend their holiday shopping.
Don’t let advertising in a newspaper scare you. Your print ads help build your business’s brand recognition, but also give you the opportunity to advertise timely specials, sales and offers. Community papers are viewed as the most trusted source for advertising, so your ad will be printed in a publication that will be seen and trusted by readers. If people are happy with the promotion and services you offer, your store then becomes a trusted business.
Next weekend, as millions of people step out of their homes to go shopping, make sure they know your store is open for business. Advertising in print offers a place for your message to be seen by engaged consumers. In your ad promote coupons and discounts you may be offering during the holiday season. This is the time of year for you to use all of the marketing opportunities that are available to you in order to have a very successful, and happy, holiday.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.