Here are nearly a dozen ways to get in on the action:
1. Provide extra support and service. Small businesses have the advantage of being able to offer personal attention. People like low prices, but they also like to feel valued. Offer extended support, a no-hassle refund policy, and other assurances that reduce the possibility of buyer's remorse.
2. Encourage gift card purchases. Eight out of 10 shoppers had gift cards on their holiday shopping lists last year. Why not get a piece of that business this year?
3. Offer free setup. If a computer, TV, or other item isn't ready to go out of the box, make setting it up - at the store or the customer's home - part of any Black Friday purchase.
4. Promote special deals for special customers. "Special" may mean anybody on your marketing email list. Send a coupon for an exclusive discount on Black Friday.
5. Place social media ads. During Thanksgiving weekend, many Americans are off work - and have more time to sit around and surf the web (vs. listen to that annoying relative for one more minute). Seize the opportunity to grab their attention by placing ads on Facebook, Twitter and other social media channels.
6. Help your customers shop. Remember that classic holiday movie, Miracle on 34th Street? Aside from proving the existence of Santa Claus, the film is remembered for inventing one of the best sales tactics of all time: telling customers where to get what they need if you don't have it. Your cheerful, helpful attitude will not be forgotten and will often even be rewarded.
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