I hope that you all were able to celebrate, relax and enjoy family and food this Thanksgiving holiday. Giving thanks is something we should all pause to do more often than once a year…yes, even in times like these we are a blessed group of folks here in America.
Which leads me to Black Friday…
The National Retail Federation says that things aren't so gloomy after all… Black Friday, of course, is traditionally more friendly to the big box retailers – and much more savvy independents might also catch a piece of the action (didn't catch it this year – ask me how to do better next year).
last year’s $347.55. Total spending reached an estimated $41.0 billion.
Black Friday, of course, gets its name from the hope that this shopping day will put retailers in the "black" for the year… For me, the big box advertising this year was more blah and uncreative than ever before with most boxes stooping to little more than a flat out, unremarkable gimmick to get shoppers in the door. Personally, I didn't step foot into a store on Black Friday due to my total disgust with the mentality that as a shopper, I was a mere commodity to the business on that day. I must say, deals are fantastic, but at the expense of my value as a human being…I doubt it. I'm certain that many of you do enjoy the thrill of the deal, and I don't deny you that experience. However, let me challenge you that the independent retailers of the world are much more interesting and will provide an experience (as a general rule) far beyond anything you could ask or expect in the corporate bureaucracy of big box land.
Which leads me to Cyber Monday…
I didn't get many offers from my big box e-commerce leaders this year that were different from what I receive every week. I noticed a significant increase in offers from Land's End and a discount and free shipping combo from The Gap and Target if I shopped online before midnight. Toys-R-Us did send an offer – but apparently the subject line was so unremarkable that I deleted it before I even read the offer.
Then I got a forwarded e-mail from Andy. What a breath of fresh air. Shop Local on Cyber Monday. A customer experience, a way to shop on-line, a great offer, and a personal message from a business owner. Andy even replied to the owner thanking him for the offer – AND got a personal response in the same day.
Of course, it didn't hurt that the offer came from Jeff Good, fine proprietor of my favorite restaurant in the metro-area, Bravo! But I get ahead of myself… here's what his e-mail said:
As a Jacksonian, are you conflicted when it
comes to buying at big box retailers? Who isn't? It is so
easy to be seduced by the overwhelming size, scope and offerings of
our nation's finest large format retailers. So how can we resist the
tempation of today, "Cyber Monday" with the myriad of online offers and discounts???
But, if we love the quirkiness, focus
and authenticity of "home grown" independent shops and restaurants,
we need to consider carving out a part of our budget for them… our neighbors
who work and give in the community in which we live.
So, as the holiday season launches into full
swing, Dan and I would like to offer an easy way to make a local purchase while
still getting the rush of an online click when buying today, on Cyber
Monday.
MAILED TO THE PURCHASER ALONG WITH THE ORIGINAL PURCHASED GIFT CARD.
Buy a $60 gift card and get a $6 gift
card free… enough for breakfast at Broad Street or lunch at Sal &
Mookie's!
Like all "Cyber Monday" deals..
this offer is good for TODAY only and expires at midnight.
We all enjoy the endorphin release of a good
on-line purchase… get that "rush" AND help a local business at the
same time!
Thank you for your consideration, and your support,
Jeff Good – Dan Blumenthal
BRAVO! Italian Restaurant, Broad Street Baking Company, Sal & Mookie's New York Pizza & Ice Cream Joint
There are so many things done right. Jeff didn't use a fancy HTML format. This didn't win points with me, but didn't necessarily take them away either. He definitely wrote this himself. Points for authentic. He appealed to the local emotion – the neighbors and community building aspects…something that those of us who want to enjoy our lives should be contributing towards. And frankly, the purpose of my life's work. Community building via successful independently owned small businesses. Jeff made an offer that was good – and he framed the offer to make it more appealing (spend $60, get $6 more – enough for a breakfast or lunch at one of his restaurants). He encouraged the thrill of the Cyber Monday shopping and even through in assurance to shoppers that his site was secure and reputable. He tells us what to expect, and he respectfully closed his letter.
Of course, it doesn't hurt that these three restaurants all have experiences that are worth the trip – over and over again. It's why I meet all of my clients for coffee at Broad Street and know I will impress at Bravo! (and my honey knows he can impress me by taking me there, too). It's why I don't miss a chance to chill at Sal & Mookie's – or let the kids enjoy the fun times there by our sides. It's just a great establishment – and it's a couple of owners with passion for both their product and their people. I've never even met Jeff – but I hope to one day soon. Because I think he's running a class act of an operation – and I think that any of you small business owners out there could stand to take a page from his playbook. Get in the game to win, folks. And don't sit back on big days like Cyber Monday while the big boxes continue to bore us with their business as usual offers.
Which leads me to…what? Mobile Tuesday?
Yep, that's right. There's a new game in the holiday shopping world… and this could be very interesting. If you're a small guy who hasn't even taken a piece of the Black Friday or Cyber Monday pie – get it in gear or lose out. Mobile Tuesday sounds like a marvelous opportunity for those independents in 2009 that are in gear to win.
Read all about this emerging idea… and start thinking ahead about how you'll win in 2009 with a 1,2,3 punch in the days following Thanksgiving.
http://blogs.computerworld.com/black_friday_cyber_monday_here_comes_mobile_tuesday
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