Black Friday has become an increasingly significant event for all brands in the important pre-Christmas period, offering a prime opportunity to boost sales, engage customers, and build brand loyalty. As consumer behaviour evolves and the holiday shopping season expands, the importance of Black Friday for PR campaigns in this sector cannot be overstated. So, how are brands capitalising now?
How Important is Black Friday to Beauty and Wellness PR Campaigns in the UK?
Driving Sales and Brand Awareness
Despite its US origins, Black Friday serves as a crucial sales period for beauty and wellness brands within the UK. With 42% of UK shoppers remaining loyal to brands they purchase from during Black Friday, the event presents an opportunity to acquire new customers and strengthen relationships with existing ones.
The festive season triggers a stock-up mentality among consumers, who are eager to purchase their favourite products at lower prices while they can, providing brands with a key sales period.
For PR campaigns, this translates into a chance to showcase product ranges, highlight unique selling points, and create buzz around the brand hooked to a key sales event. Effective PR strategies during this period can significantly boost brand visibility and drive traffic to both online and physical stores.
Leveraging Consumer Behaviour & The Black Friday Bargain Effect
Understanding consumer behaviour is key to crafting successful Black Friday PR campaigns. Research shows that 32% of UK shoppers plan to purchase most of their holiday gifts during the Black Friday shopping period. This insight allows beauty and wellness brands to tailor their PR efforts to meet consumer expectations and capitalise on the heightened shopping intent.
Moreover, the rise of mobile shopping presents new opportunities for PR campaigns. With 55% of UK consumers now using mobile for shopping, brands that incorporate mobile-first strategies in their PR efforts are better positioned to engage with their target audience.
Not Just One Day
Black Friday is not just about short-term sales; it’s an opportunity to foster lasting customer relationships. PR campaigns during this period can focus on brand values, customer experience, and loyalty programs to create a deeper connection with consumers.
For instance, 25% of UK consumers express greater loyalty to brands that market to them in a personalised manner, so a mass-marketing, one-day approach might see a short-term lift, but taking the time to craft a personal approach will likely have longer-lasting results. PR campaigns that highlight personalised experiences, exclusive offers, or loyalty rewards can significantly impact long-term customer retention that lasts beyond a Black Friday impulse purchase.
When Is Black Friday 2024?
Friday 29 November 2024.
How To Stand Out On Black Friday
There’s so much going on, how do you ensure your brand stands out? Innovative PR campaigns can help beauty and wellness brands to differentiate themselves on Black Friday this year. Offering a one-day-only exclusive personalisation, gift-with-purchase or discount can encourage engagement, as can interactive elements like games or competitions.
How Can We Help?
Our experienced PR team at Flipside PR has decades of experience in crafting successful Black Friday PR campaigns for our clients. Contact us to find out how we can help you.
