Black Friday…thoughts from a brand expert.

Spent a tonne of money on stuff you really don't need and will end up sending back? it’s the biggest retail event of the year:- Black Friday. Here are my top tips on ‘retail moments’ for business owners big and small.

1.Never undervalue yourself or your products, Ever.

Notice how the brands you lust after never participate in sales? That Rolex watch, Gucci Bag or latest Apple product…do they ever go on sale? They never compromise on price, ever. Be fearless, never ever offer a discount. If you’ve done your research, your pricing strategy is on point. If you need a discount to sell anything, there is something wrong with your market positioning.

2. The non-Black Friday campaign

Black Friday is crowded. Almost all retailers show up in the same way and only some, stand out. One of my favourite non-black Friday campaigns this year is from clothing retailer Hush, which is donating 20% of sales to Crisis to help homelessness. Hush stood out in my crowded inbox, by putting social responsibility at the heart of their campaign, and holding the line on price. In doing so they have increased my intent to shop with them and resonated with a group of people who are shopping mindfully tapping into a cultural Zeitgeist that puts purpose at the heart of the brand.

3. Be Different.

If you must have a Black Friday event, be inventive. Last year my local fashion boutique Wild Swans created an ‘Advent Rail’. The rail was filled with 24 Items and each day a new item would be available at a special price or with an added extra. Magical! not only was it different, but it also kept customers coming in all month long. Genius.