Black Friday in the garden centre

Does it work?

Garden Connect offer their thoughts on Black Friday, a time of year that garden centres can take full advantage of this week.
Friday, November 23rd is Black Friday. A tradition that has drifted over from the United States, when people head out en masse after Thanksgiving to bargain-hunt.
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The media attention this attracts has also led to a boost in shopping in Europe.
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Research conducted by Motivaction shows that, in 2017, 32% of 18 to 40-year-olds made an online purchase on this day.
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This presents opportunities, but how can you take advantage of these as a garden centre?
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It?s important to know what customers are looking for. Motivaction’s research shows that people are looking for clothing, shoes and Christmas-related items. The latter presents opportunities. Your shop will be full of Christmas-themed items this time of year.
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A discount on Christmas items

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Black Friday is all about discounts. But this early in the season, you may be reluctant to offer a discount on Christmas items that will be your profit margin.
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It?s advisable to select items that are less common or of which you?ve purchased a bit too much.
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Offering a discount on your entire Christmas selection is not something we would recommend.
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A discount for regular customers

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One idea is sending your loyalty card holders an email with a discount code for 1 or several items.
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This discount code will be valid on Friday, November 23rd, possibly including the following Saturday and Sunday.
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Limiting the validity of the discount code to this extent will create a purchasing incentive.
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If your online shop is run by Garden Connect, you can create the discount code yourself.
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Another idea is to send loyalty card holders 5 special offers that are only valid for loyalty card holders on Black Friday weekend.
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The limited availability will likewise create a purchasing incentive.

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Purchasing incentive

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Christmas breaks into full swing the upcoming weeks. Black Friday presents an opportunity to create a purchasing incentive among a target group that may rarely visit your shop. Consider it and seize the opportunity!
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