Mastering Black Friday Cyber Monday Campaigns: Strategies for Outdoor Retail Brands

Black Friday Cyber Monday (BFCM) has become a pivotal period for businesses across various industries, and the outdoor retail sector is no exception. This weekend of frenzied shopping offers a prime opportunity for outdoor brands to engage their audience, drive sales, and strengthen their brand presence.

In this article, we’ll delve into effective strategies that outdoor retail brands can employ to make the most of their BFCM campaigns, backed by research and case studies that resonate with outdoor marketers.

Leverage the Power of Exclusivity

Research shows that consumers are more likely to engage with BFCM promotions that offer exclusive deals or limited-time offers. Outdoor retailers can tap into this psychological trigger by crafting unique ads that resonate with adventure seekers.

For instance, Thule, a brand known for its roof cargo boxes for ski gear, typically does not run sales. However, last year for Black Friday, they put many products at lower costs which had customers purchasing due to the limited-time deals.

When offering exclusive, short-term sales, consumers are more likely to purchase due to their exclusivity and uncertainty of if the price will be as low again.

Storytelling and Authenticity

Outdoor enthusiasts are drawn to brands that share their passion for adventure and the great outdoors. Crafting compelling narratives around your products can create a strong emotional connection with customers that lasts beyond the Black Friday Weekend.

Take the example of REI’s “Opt Outside” campaign. By closing their stores on Black Friday and encouraging customers to spend the day outdoors, REI not only showcased authenticity but also reinforced their brand values. This closure does not negatively impact their revenue, since people think so highly of the brand afterwards they become more loyal patrons.

Omnichannel Approach for Seamless Shopping

Outdoor consumers often research products online before making in-store purchases. Utilizing an omnichannel strategy for marketing can provide a seamless shopping experience when Black Friday rolls around.

According to Shopify Plus, brands that leverage both online and offline channels for their marketing experience a 38% higher customer retention rate.

Outdoor brand Columbia Sportswear successfully implemented this strategy by offering consistent deals across their website, app, and physical stores during BFCM.

Having an omnichannel approach allows more consumers to shop with a brand and purchase in whichever ways suit them. They can research online and then go into a brick-and-mortar location to finalize a purchase.

Engage with User-Generated Content

User-generated content (UGC) has a profound impact on purchase decisions. According to a study by Stackla, 86% of consumers believe UGC is a good indicator of a brand’s quality since content coming from real customers appears more authentic than orchestrated content.

Outdoor retail brands can encourage customers to share photos and stories of their adventures using branded hashtags. This approach generates authentic content and promotes a sense of community by allowing individuals to share their experiences and create a collective identity and mutual engagement around the brand.

Burton has leveraged UGC from amateur snowboarders performing street tricks and park stunts to increase authenticity and raise engagement during BFCM. Since Black Friday sales are typically right at the start of snowboard season, it encouraged more consumers to purchase their new products.

Personalization and Recommendations

Utilize data analytics to understand customer preferences and provide personalized recommendations and ads. Research from McKinsey shows that personalization can boost sales by up to 15%.

Scandinavian brand Fjallraven implemented personalized product recommendations to increase conversions and serve tailored messaging, especially over the BFCM weekend. This in turn led to consumers spending more time on the site and purchasing products that were relevant to their climate and lifestyle.

A personal approach enhances the shopping experience by guiding customers toward products that align with their interests.

Social Responsibility and Giving Back

Outdoor enthusiasts often value brands that contribute to environmental or social causes, leading to more interested prospective buyers on Black Friday weekend.

Research indicates that 71% of consumers prefer to buy from brands that support a cause. Incorporating a give-back element into BFCM campaigns can attract socially responsible shoppers.

The Parks Project believes in nature conservancy and has a “leave it better than you found it” philosophy. They donate a portion of sales back to The National Parks Foundation, which resonates heavily with consumers.

Black Friday vs. Cyber Monday

When it comes to Black Friday versus Cyber Monday, each offers unique advantages depending on your marketing goals.

Black Friday is ideal for driving in-store traffic and capitalizing on the high-energy atmosphere of early holiday shopping. Cyber Monday, on the other hand, caters to the online shopping crowd, making it the perfect day to leverage digital strategies and offer exclusive online-only deals.

Outdoor retailer evo has preferred Cyber Monday since they do 85% of their sales online. This has evolved into them elongating those Cyber Monday deals into Tuesday as well to attract more revenue as a result of their business model.

Ultimately, the choice between Black Friday and Cyber Monday depends on your business model and target audience, but a balanced approach that taps into the strengths of both days can maximize overall sales and engagement.

Maximize Your BFCM Campaign

As Black Friday and Cyber Monday continue to evolve as a retail phenomenon, outdoor brands have a unique opportunity to connect with their audience on a deeper level through their marketing campaigns.

By leveraging exclusivity, authenticity, omnichannel strategies, user-generated content, personalization, and social responsibility, outdoor retailers can create impactful BFCM campaigns that resonate with their target market.

By referencing case studies and research, outdoor marketers can make informed decisions and maximize the potential of this significant Black Friday and Cyber Monday weekend.

If you have any questions about strategizing and developing your own BFCM campaigns, book a free consultation.