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.
I recently read that some of the alarmist "facts" thrown around — namely, that the fashion industry is the world's second biggest polluter — are not entirely traceable, and may constitute "fake news".
But, whether this specific claim is true or not, it is clear that our consumptive habits have run wild. Here are a few (actual) facts related to the fashion industry:
A throw blanket is an easy, cost effective element to add big style to your home! Compared to bigger investments like furniture, rugs, & wall paint, a throw blanket allows you to take a bit more risk & have fun.
In choosing & styling the perfect throw blanket for your home, there are several considerations for what will make the best functional & attractive solution. Color, size, style, texture, location, and your own personal design style all come into play. Here are expert tips for choosing a perfect throw blanket!
The Enneagram is super popular right now as a typology of nine interconnected personality types. I am familiar with the Enneagram and while it hasn’t been a particularly impactful tool for me personally, I value the depth of the insight and the common language it provides.
Similarly, Gretchen Rubin’s Four Tendencies framework provides definition and a vernacular to what is already present in ourselves. For me, this one has resounded like a deafening gong in my ears & in my life!