Personally, I miss the After-Thanksgiving Sale. It sounds welcoming and fun and holiday-ish. Black Friday doesn't. It sounds cold and commercial and corporate. Maybe that's just the writer in me. I don't know. But, when a sales gal at J.Crew wishes you a Happy Black Friday, it makes you stop and wonder where the holiday spirit went. At least, it made me stop.
Consumers are looking for deals. That was the bottom line for this year's Black Friday, according to the New York Times, and I'm sure that Cyber Monday will prove the same. But, do deals have to come with a creative sacrifice?
I'm in David Baker's boat and if you didn't read his article, here's a bit of his sage advice: "I love this time of year, not just as a marketing practitioner, but as a consumer who's aware of the tactics and approaches by marketers. I appreciate good marketing and creative approaches. And while I like discounts, I believe with so much email hitting our inboxes today, those marketers who provide quality marketing along with quality discounts and rewards will be rewarded."
This leads me back to the question at hand: Does retail-speak work as advertising? Maybe. But then again, maybe not. IMHO, the key to connecting with your consumer through this holiday sales swirl is to maintain your brand voice every step of the way. Including an offer or unique freebie is ideal, if you can swing it. That said, Anthropologie bucked the system and sent out a Cyber Monday email with NO offer at all. I'd be curious to see how their sales measure up, given that there were so many offers competing with their full-price approach.
Need some visual inspiration? Take a creative cue from these retailers' Cyber Monday playbooks.
Subject Line: Today only! Free monogramming & shipping on over 100 gifts.
Subject Line: CB2 gift sets under $25. Free Shipping starts today, see details.
Subject Line: Enjoy 20% off! Shop & Give Back - 3 Days Only
Subject Line: Cyber Monday Offers & Gifts Under $150
Serena & Lily
Subject Line: Free Shipping On Everything. TODAY ONLY!
Subject Line: today only: enjoy 25% off sale items
Subject Line:48 Hour Sale
Subject Line: FREE Shipping on ALL orders. Today only
Subject Line: Today Only. 20% Off Your Online Purchase + Free Shipping