How independent stores plan for Black Friday-Cyber Monday
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Tactics and marketing
One-in-four (26%) respondents planned to increase inventory as their primary preparation strategy. This was followed by marketing, promotions and website optimization.
Three-in-10 (29%) respondents rated email as the most effective marketing channel during the holiday season, followed by organic (25%), paid (13%), social and search ads (8%) and content marketing (6%).
Two-in-three (67%) respondents sell on multiple channels, including physical storefronts to online marketplaces, with 11% of respondents on Amazon, 8% on Etsy and 6% on eBay.
[READ MORE: Black Friday weekend sets e-commerce records]
Other findings
- Nine-in-10 (91%) respondents used analytics to assess the effectiveness of their campaigns, including Google analytics, the WooCommerce analytics dashboard, and Meteorik.
- One-in-three (34%) respondents plans to switch up their BFCM preparation for this year, including adding new products, making marketing and website changes, and focusing on early sales.