I dislike the overblown, frenetic, & scarcity-minded ethos of Black Friday. Plus, dignify always has our own one-day, once-a-year sale earlier in November. So: why participate in any of it?!
This is a tension that I have wrestled with over 6 holiday seasons, end every year, I’m back at the drawing board.
This year, we decided that yes, we would offer free shipping over the weekend as a BFCM (industry shorthand for Black Friday/Cyber Monday) bonus. And yes, what led us there was simple economics. It works, it makes money, it makes sense. But, probably not in the same way that you think...
In the world of online retail marketing, email is still King & Queen. It’s intimate, it’s direct, and as a business, you don’t have to pay every time you pop into someone’s inbox (unlike, say, showing an ad on Facebook or elsewhere, where you have to pay every time). This is why you see such common incentives to “Sign Up!” for mailing lists, and why so many retailers give discounts, downloads, or other goodies in exchange for your email address.
We, of course, email on the regular — our Saturday morning “Keep Up” email is a crucial piece of our dignify puzzle. I don’t give any incentive to sign up other than first-to-know access (which, for a shop full of one-of-a-kind items, is indeed a benefit!). But, I use the same “best practices” as any other online brand: I try to create content & provide writing and links that are interesting and appreciated by the audience who is receiving it.
The feedback I hear generally echoes that many of you find this true!
Two years ago, I tried an experiment. Instead of announcing a BFCM deal/bonus, and then trying to promote it & generate sales amidst the Black Friday noise, what if I just used the deal as an incentive for joining the email list?
I promoted this idea — sign up to find out what our Black Friday deal is — and, as a result, there were 120 new subscribers to our weekly email list. How many of them made purchases that weekend? 3. But, how many of those sign-ups purchased sometime over the course of the year? Many more, spending over $2,000. Two years later, the total spent by those BFCM sign-ups is now around $4,500.
I will be doing the same thing this year, this upcoming week. I think that our email content is good, the "Shop Good" message is important, and the conversations we have around here are valuable. And, I want more people to discover this!
I also, of course, want to sell blankets. Not to anyone who can't afford them, or as another item to covet, or to complete the "perfect" home decor. But, to the ones who want them, need them, value them. Yes. Let's keep this good work going.
Any thoughts? Questions? Disagreements? Share them in the comments below.
Every month, we need to put a category in our personal budget for gifts. There is always an event or occasion that is calling for a gift: Christmas, anniversary, birthdays, retirements, graduation, sympathy, gratitude, and on. And, like most people, we want to make the gifts that we give count! So how do we choose a gift that will be meaningful to the recipient?
Giving a gift is, of course, a subjective exercise; there is no perfect formula that will help you reach the “perfect gift”. However, there are certain questions you can ask that will help you choose a meaningful gift for your gift recipient:
Let’s look at these questions, some common gift-giving mistakes, and, finally, some meaningful gift ideas!
Our production partner, Basha, began in one little office in Dhaka, Bangladesh — the most densely populated city in the world. Over the many years they have been in business, creating kantha textiles & jewelry, they have expanded: both in number of staff, and also locations.
It was helpful for some women to leave the norm of their old life environment, to get away, to start fresh in a new city. So, Basha created different offices in varied locations. They established a girls' home to safely house daughters & other vulnerable young women as they come of age.
As Basha has continued to identify the great need of women in Bangladesh, there is another area they have expanded: actively seeking women in brothels & whispering the potential of a new life.
As I was packing for our first family international flight (to London UK), I wanted to make sure that we had everything we needed to make our overnight journey the most comfortable. As you know, those flights can be a little chilly - so I wanted to bring blankets for all of us. Naturally, I wondered...
Can I bring a blanket onto a plane?
In short: YES! According to the TSA you are allowed to both check a blanket in your luggage and to bring a blanket on a plane within a carry-on (and this also includes electric blankets). You can even bring your own blanket in your arms as you would a jacket or hat, without it counting towards your carry-on or personal item limits or paying any extra fees.