The holidays are fast approaching, especially after witnessing all of the many Black Friday and Cyber Monday deals that Canadian retailers had to offer to their customers this past weekend.
According to the Globe & Mail, a survey conducted by IPG Mediabrands outlined that a whopping 68% of respondents claimed they would shop in Canada on Black Friday in comparison to only 15% who stated they would do so in the US. This result was surprisingly 37% lower than when the survey was conducted previously. The consumer decision may be due to the decline in the US dollar, the convenience of shopping without having to go across the border and the increase in brand awareness through email marketing.
Furthermore, many shoppers were also inclined to do more online shopping and it was suggested that there would be a significant increase for e-commerce transactions.
As identified on Shopify, a number of successful and innovative email newsletters were sent to leverage sales for Black Friday weekend. The example on the left is from a company called “Storq” in which they used the US holiday to increase the average order value of their online purchases by providing customers with the incentive of a free tank top. They were also clever in playing on the Thanksgiving word by incorporating the code, “TANKSGIVING”, into their campaign. The newsletter on the right is from CanvasPop. This one is also successful as the design is simple, enticing and provides a call-to-action with the “Buy Now” button highlighted in hot pink.
In order to have effective digital marketing campaign strategies this holiday season, brands can look towards emulating some of these examples to leverage potential sales and increase their brand exposure.
