Thanksgiving sets the stage for a season of gratitude and festivity; however, attention quickly shifts to the shopping extravaganzas that follow—Black Friday and Cyber Monday.
These post-Thanksgiving days have transformed into more than just retail events; they’ve become cultural phenomena. Black Friday, characterized by early morning lines and door-busting deals, has long been a symbol of frenzied shopping and unbeatable discounts. Meanwhile, Cyber Monday, the digital counterpart, has shoppers eagerly clicking away from the comfort of their homes.
In this blog, we delve into the innovative strategies we’ve observed retailers employing this season to engage consumers in the midst of these bustling shopping occasions. From the resurgence of QR codes to the convenience of pre-made bundles and the strategic allure of signage, let’s uncover the evolving landscape of retail activation and its impact on the holiday shopping experience.
QR Codes: Unlocking More Info, More Sales, and Recipes:
In recent years, QR codes have staged a remarkable comeback, transforming the landscape of Black Friday shopping across various retailers. These codes strategically placed throughout stores provide shoppers immediate access to a wealth of information on sales, products, and exclusive deals.
This year, Walmart harnessed the power of QR codes to grant their Walmart+ members an exclusive advantage of three hours of early access to Black Friday deals. While these deals were accessible for online shopping, Walmart strategically promoted them in-store, ensuring a seamless integration of the online and in-store shopping experiences.
Upon entering Home Depot, a substantial endcap board greets shoppers with a fusion of images similar to those featured in their circular, seamlessly integrated with QR codes and corresponding aisle locations. This strategic approach serves a dual purpose: educating shoppers about ongoing deals and providing an efficient navigation tool to lead them directly to the sought-after prime deals within the store.
Beyond the entry point, smaller displays throughout the store feature similar QR codes, contributing to a comprehensive effort to inform shoppers about the array of Black Friday deals available throughout the establishment.
Moreover, we observed many grocery retailers and manufacturers integrating QR codes onto Thanksgiving-themed displays and signage. This culinary addition not only allows food imagery to take center stage but also enables shoppers to instantly save the recipe to their phones for future use.
As illustrated in the accompanying image from Mariano’s, scanning the QR codes seamlessly shares a recipe PDF via Dropbox, empowering shoppers to locate all necessary ingredients in the current store aisle—a powerful activation and basket-building strategy.
Pre-Made Bundles: Streamlining Shopping and Thanksgiving Prep:
As the holiday season kicks off with Black Friday, retailers are increasingly offering pre-made bundles to simplify the shopping process and streamline Thanksgiving preparations. These bundles often include complementary items that cater to specific themes, such as “Holiday Hosting Essentials” or “Cozy Winter Nights.” By curating these pre-made bundles, retailers help shoppers save time and energy, offering a convenient one-stop solution for their holiday needs.
These bundles not only simplify shopping but also enhance the overall value proposition for consumers. Shoppers can enjoy discounted rates on bundled items compared to purchasing them individually. This strategic approach not only drives sales but also positions retailers as facilitators of stress-free holiday preparations.
Mariano’s has excelled in this regard by providing holiday dinners featuring ham or turkey complete with all the trimmings, designed to serve 6-8 people at an affordable price of under $80. This initiative isn’t confined to Thanksgiving alone; it also serves as a strategic move to inform and prepare shoppers for Christmas orders, as the offer extends until December 23.
Lowes showcased numerous bundle deals featuring enticing offers, such as buy one get one free, spanning various tool manufacturers. These bundles provided shoppers with a considerable degree of flexibility, allowing them to mix and match multiple items to curate the most advantageous bundle tailored to their preferences.
Strategic Signage: Highlighting Steep Discounts:
While high-tech, flashy signage has its allure, the significance of basic navigational and educational signage should not be understated. A well-balanced approach that combines both ensures accessibility for all types of shoppers, catering to varying preferences and technological comfort levels. Basic signage plays a crucial role in guiding and educating shoppers, especially those from different age cohorts or those who may not be as technologically savvy. Striking this balance creates a shopping environment that is inclusive, user-friendly, and caters to the diverse needs of the entire customer base.
Walmart’s use of prominent arrow signs plays a crucial role in guiding shoppers to specific deals and preventing the oversight of high-ticket items located behind the counter. The simplicity of these signs serves as an effective means of providing clear directions within the store.
Walmart further showcased ingenuity by utilizing the televisions in their electronics department to spotlight Black Friday deals. Not only were the TVs available for purchase at a discounted rate, but they also served a dual purpose—promoting themselves by displaying their impressive screens and simultaneously featuring in-store and online deals.
Lowes made a strategic investment in clear signage, featuring “Black Friday Everyday” messaging on nearly all their endcaps. These signs effectively advertised their everyday low prices, incorporating imagery akin to their circular to spotlight specific deals. Frequently, these deals were showcased through bundled items displayed on the endcap, enhancing the visual appeal and value proposition for shoppers.
As we navigate the holiday shopping landscape, the transition from Thanksgiving to Black Friday is marked not only by a shift in festivity but also by a cultural immersion in retail phenomena. The innovative strategies employed by retailers underscore the evolving nature of this experience. From the resurgence of QR codes that seamlessly integrate information, deals, and even recipes into the shopping journey, to the convenience of pre-made bundles that streamline holiday preparations, retailers are proactively shaping the holiday shopping landscape. The strategic use of signage, whether high-tech or basic, ensures inclusivity, accommodating a diverse range of shoppers. As we witness the convergence of technology and tradition, it’s clear that the Black Friday shopping experience is not just about discounts; it’s about creating a dynamic and engaging retail event that resonates with shoppers of all kinds.
Want to ensure your upcoming holiday signage grabs shopper attention and builds baskets? Reach out to Explorer to understand how we can help maximize your POS spending. Contact us today.
