Realistically as a small company - how far in advance should I be starting my campaigns?
As a luxury gifting brand (INDLU) targeting both South African expats abroad and local high-end customers, our challenge for BFCM is twofold: we have a relatively small marketing budget that needs to stretch across Meta and Google, and we don’t want to dilute our premium positioning by getting lost in the heavy discounting frenzy. How should niche, high-end Shopify brands with limited budgets approach BFCM so that we still capture attention, drive sales, and maintain brand integrity?”
As a luxury brand, you should approach Black Friday, Cyber Monday with a very limited promotion. Heavy discounts can have the opposite of the intended effect and can take away from the credibility of the product as part of a luxury brand.
Instead of steep discounts, consider offering something else of value. This could be a contest with a purchase, an additional giveaway, or an extended warranty. If your budget is very limited and your sales are already stable, there’s an argument to be made for not participating in Black Friday, Cyber Monday at all. It can be one of the most expensive times of the year to advertise, and you may find you get better value for your money by advertising at a different time of year when your bigger competitors aren’t aggressively spending.
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