Getting ready for the holiday season at Collage.com

Graham Davis's picture
Instructor
11/22/2016
Social Media

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November has always been a crazy month in my professional life. For years, I worked on campaigns and in the political world, where obviously November election days were critical.

Now, I find myself equally busy in November – as the marketing director for Collage.com, a custom photo gifts ecommerce company. We're coming up on our busiest time of the year: Black Friday and Cyber Week, and our team has been working for months on getting everything ready.

What goes into this from a digital marketing standpoint?

We look at products our customers would be interested in getting great deals on, like our bestselling fleece photo blankets or our 12-month photo calendars. These are always products people like to give or receive as gifts around the holidays, so we plan out special promotions that include them.

As we discussed in this class, email marketing is still a major way brands reach out to their customer base – even though most people don't consider email to be "social media" in the same way Twitter or Facebook is. We have hundreds of thousands of previous customers or people who signed up for discounts on our email list, and we've mapped out a series of emails between Thanksgiving and the end of Cyber Week that relate to our customers' interests. We've then scheduled those same promotions to go up on social media throughout this critical sales period.

Throughout the whole holiday season (and all year round), we pay close attention to which products are selling the most. Not only is this important for purposes of our inventory, it's also useful to constantly refine and improve our marketing efforts. If a product isn't selling that we expect to, we can look at ways to make it more attractive to customers. If a product surprises us and sells really well, we might expose it more to other customers, or look for other ways to keep its success going. We use tools for this like we covered in this class, like Google Analytics – along with a variety of other data analysis resources, from SQL databases to millions of pivot tables in spreadsheets. 

Do you shop online for Black Friday and Cyber Monday? What do you look for when you shop online? What do you like and dislike about online shopping experiences? I can't wait to see what you think! 

Comments & Feedback

Student

I'm not shopping online for black Friday. I usually shopping at mall. Becasue i think they might have more discount. I will shopping online for cyber Monday. I heard there is more discount online for cyber Monday. I usually looking for something that is what i want. I like online shopping cause it is very convenience for me. 

Student

I don’t personally shop online for either Black Friday or Cyber Monday. Usually the deals I see on those days aren’t appealing to my personal needs, nor my Christmas shopping needs. When I shop online I usually look for things that are exclusively sold there, mostly because everything else I buy is in person. It’s not that I don’t trust not seeing the product before I buy it, but I usually just tie my shopping needs into my other daily errands and don’t have a need for online shopping. The only thing I consistently buy online is concert or sports tickets. I think most online shopping experiences at this point are pretty streamlined and I haven't experienced many issues. The issues I have experienced have also been resolved in a timely fashion.

 

Student

I used to shop on both Black Friday and Cyber Monday. I would carefully plan out my shopping lists weeks in advance and make sure that I was almost entirely done with my Christmas shopping before December came around. However, that was when I had more time (and disposable income) than I do now. I know better than to start shopping for myself or others on either of these spending holidays because there are good deals and I will be extremely tempted to participate. But at the same time, I have just about everything I need (thanks to the Black Fridays and Cyber Mondays of years past) and I know that I'll be able to pull off Christmas gifts with a few last minute shopping trips. The chaos of Black Friday seems slightly ridiculous, especially when Black Friday starts on Thanksgiving, but some people depend on these Black Friday deals to give their families a Christmas they can be excited about. I suppose I might consider participating more heavily in these shopping holidays when my need for more big-ticket purchases becomes more prevalent. But until then, I'm happy to sit back and watch. 

Student

I personally don't shop online for Black Friday or Cyber Monday. I am a person who really likes having a product in my hand before I buy it, therefore I have a hard time doing online shopping in general. My biggest thing is if I'm buying clothes I want to just try them on and buy if it fits. If I'm buying online I can't preview what the clothes will look like, which will deter me from purchasing online anway.

Student

I am a person who likes to go in the store and see what I am buying in person. It helps with sizing and gives me peace of mind I know what I am getting. I do shop around online Black Friday & Cyber Monday weekend. I look for sites that have free shipping, otherwise I'd rather shop in stores. I think Cyber Monday is very convenient and a much better option than Black Friday.

 

Student

I online shop every Black Friday and Cyber Monday and have been doing so since I was a freshman in high school. Retail stores such as Best Buy and Target however I rely on paper ads first before going online. When I'm shopping I look for price comparisons, and mail in rebate promotions online before deciding to order online. I will always buy Black Friday specials online if they are available because I'm not a fan of being around large crouds of angry Christmas shoppers. What I dislike with online shopping most is it's really hard to picture the size of an item if you haven't seen it in person before. Some online promotions do a great job of making the item look much bigger than it actually is which can be deceiving. I dislkike the online shopping promotions that give a store-wide percentage discount because there's always fine print excluding the item I actually want to purchase. I don't even bother with promotions that are under a 20% discount because I know the prices won't be much different. 

Student

I shop online for both black friday and cyber monday because it is much easier to search for what I want rather than dealing with the extremely packed and busy stores around the holiday time. I will usually check my e-mail to see which brands have e-mailed me informing me of their black friday and cyber monday deals. Although most of the time I will not buy anything, I like to look around to get gift ideas for my birthday and Christmas which are both in December. 

Student

I use to shop Black Friday but with all the crazyness involved in with the Holiday now i stick to Cyber Mondy. When I shop online its mainly for things that are not normally avaiable in stores near me. I like the convenience of online shopping but hate the waiting and the fact that you can't see the phyiscal product till you buy it

Student

The customers control the market.  If a product is more popular than another than emphasizing that popular product increases sales.  On another note, I never shop on black Friday.  The violent shopping stories I have heard prevents me from going shopping on this day.  I will take advantage of deals online like Amazon offers.  I look for gifts for my family to prepare for the Holidays.  When I shop online I find more appealing products because websites gives recommendations.  With that being said, I'm interested to know how much extra people spend due to the displayed recommendations category.  This has to be a great money maker!  

Student

Back in the day when i was in high school i was an avid online shopper, due to the fact i had a job and a steady income. Now, I am an extremely broke college student who has to eat chicken and rice every night. I use to always shop on Black friday and cyber monday. I am very into technology and bought apple tv my senior year of high school on black friday. When I'm online shopping I always look for what the best deals are and I only buy things that i know will fit me. I NEVER buy shoes online. I enjoy online shopping because i can sit on the couch and dont have to walk all over the mall just to find a t-shirt. I dislike online shopping because sometimes the pictures are deceiving and the colors arent always what i think they are.

Student

I do infact shop online for Black Friday and Cyber Monday. I went out Black Friday shopping about 2 years ago and I hated it. Since then, I've delveloped a hate for going to the mall now, so I do mostly all my shopping online. When I shop online I look for mainly shoes, clothes, and electronics. I love almost everything about online shopping. The only things I dislike are the: shipping and handeling fees, and the fact that I have to wait for my purchases to get delivered. 

Student

This year and every year I do a great deal of shopping on Black Friday and Cyber Monday. I get all my chirstmas shopping done on these days with the unbeatable deals. When I look online, I'm looking for eye catching products that are shown on a model or being used. I love shopping online because i can browse websites so fast and do it on my own time while sitting in bed or on the go. I dislike it because sometimes online products are not the same once you receive the product and doing have the ability to try it on. 

Student

Love the topic for this weeks Blog Post but unfortunatley, at this point in my lfie, don't shop online for black friday and cyber monday.  Theres so many cool products out there I want but I truly do not need anything.  I'm a broke college student and soon to be college graduate.  Once I start working full time In January, I'm sure I'll do a little more shopping for those reoccruing "wants".  But to get into the topic, I think online shopping is more effecient on Black Friday.  Seeing all these internet videos of people "pillaging", if you will, these stores is sickening actually.  Fights breaking out over shoes?  Get out of here.  People compalining about taxes and health care not being free at the store at 4 in the morning fighting over the Samsung TV.  I've seen it all.

Student

I just bought some chocalate online this Black Friday and I didn't buy anything on Cyber Monday. Online shopping is more convenience and easier than in store shopping but you can't see the real thing youwant to buy. For example, you want to buy a pants online you can't make sure its fit.

Student

I shop both online and in the store for Black Friday and Cyber Monday. Overall I am an online shopper. When shopping on these holidays I really look for a bang for my buck. These two days I expect to get steals so if the discount isn't worth it then I pass it up. The thing I dislike about online shopping is how quickly the product runs out, also, you tend to make up for your "discount" in shipping. With that being said I always am attracted to free shipping deals on these holidays. I also like when I buy something that may not have a great discount, but comes with some type of free item. I really enjoy feeling like I got a steal.

Student

i would like to shopping in the store, but i do shopping online sometime, because sometime you can find brand you want to buy near you or no store in the town, so the only way to but it is online. also there are special reson for online shopping, like cyber week, you can have discount for online shopping, by the way i like to shopping on farfetch this website, their discount sometime have 50% off, but online shopping still not my first chose, because you can know perfect size for yourself, so sometime when you get you stuff from online , you find it are not you size, also there are stlye problem, you can't try it are working on you or not. so these are my though.

Student

I actually have never been Black Friday Shopping until this year. When I generally online shop, I look for electronics, makeup, food, and clothes.  I like that I can price things out or find what I'm looking for, but I dislike that what I look for can be tracked.

Student

I typically send links to anything I see on Cyber Monday to my mom.  As I've gotten older it's harder to know what kind of clothes and other useful items that I am into so she appreciates the heads up of what I might want for Christmas; and she can get it on sale!  The main way that I find things that I want is through email promotion, different store apps, social media, and good old fashioned word of mouth.  When my friends see a sale of a brand that we are particularly into they will send the link in our group chat.  There are almost no negatives to online shopping besides when orders get backed up, which has only happened to me once!

Student

I ususally join in the black Firday and Cyber day. I always check the deal of every website. If the products have bigh sales, i will buy it without any planning before. The good things of online shopping is that it is very convenient. The only thing I do not like is that you cannot try products on.

Student

I have never made it to a Black Friday, this may due to the fact I try and eat my body weight on Thanksgiving and usually pass out around 10 pm.  But I am a big fan of Cyber Monday. I feel this is a lot easier than going to the store and dealing with the amount of traffic that coincides with the amount of people. When I log onto my computer I have a pretty clear sense of what I intend to buy. This may also be a reason why I don't attend Black Friday because you cannot really narrow your eyes and thoughts down to one thing because of the commotion surrounding you. 

Student

I have shifted from shopping in the store to more online shopping. I mainly online shop just because it's convenient and less of a hassle than in person. I did shop online this year for black friday. I usally look for clothes and other gifts for people.

Student

This year is the foirst year since I've had a job and actuall been able to shop is the first year I did not take part in Black Friday or Cyber Monday. But when I usually do shop I look to see if it is the cheapest price I have seen it for all year. For cyber monday I check different website who might carry the product I am looking for and compare the price as well as how much it is going to cost the ship, and how long is it going to take to get here. The bad part about online shopping is that most times you have to spend a certain amount of money to qualify for free shipping, and if you don't qualify you are for sure going to spend at least 5 dollars or more in shipping costs. Another thing I dislike is the fact if it is a hot item especially during black friday or during really good sales is that sometimes the web browser can not support the amount of visitors to the site and sometimes it crashes and you end up not getting what you hoped for , but I guess its better than going out to the  crowded stores and having the potential to getting tramplled over. 

Student

When I shop online I usually have an idea of what I am looking for. I am not a big black friday or cyber monday shopper yet because it gets very hectic. Shopping online can be nice for many things but I still like to see the products for myself because I have bought stuff online that turns out to be horrible quality or just not what I wanted or thought I was getting. I like to make shopping list or get ideas of what I want online but most my purchasing takes place in store still. 

Student

I actually do not do to much online shopping throughout the year, but Cyber Monday deals are just too enticing not to participate. I am a person who likes to go in the store and see what I am buying in person. It helps with sizing and gives me peace of mind I know what I am getting. Online buying to me is a little bit more risky and I don't like dealing with the hassle of sending things back. For Cyber Monday however, I have gotten 15-20 emails from companies I have bought from before. I usually only get 1-2 a week from these companies, and not all at the same time like I did for this shopping holiday. It is nice to see deals they have, but at times it can get a little overwhelming. If I just got emails from a few I would be able to go on their websites and actually thoughtfully shop. I can't look through 20 different companies though, it'd just be too time consuming.

Student

I think a lot of social media, email marketing and paid advertising goes into cyber and black friday sales. I feel like this is a chance for a lot of stores to be features on Buzzfeed type listicle articles, and even major news outlets, for the best deals. There's also a huge email component, where a lot of people look for sales. I shop online mostly for black friday and cyber monday. It's a lot better than going into crowded stores and looking for things. I feel like the deals online are better and there's a better selection. I look for gifts for my family and friends and deals on electronics or kitchen items if I'm in the market at the moment. The only thing I dislike about online shopping is shipping costs. They can add uo to $10 sometimes, and after the discount, it's like there wasn't ever really a discount. What is collage.com's best deal on cyber weekend?

Student

I do shop around online Black Friday & Cyber Monday weekend. I look for sites that have free shipping, otherwise I'd rather shop in stores. I like shopping at home because you can save time and be safe by not being out in traffic. I do like shopping in stores though because I know exactly what I am buying and I can try on clothes and such. 

 

My question is: What are the most enticing deals on Black Friday/Cyber Monday? Is it deals like free shipping, % off or free items with purchases? 

Student

I used to shop for black friday a few years ago when it was ACTUALLY on Friday. It is disappointing to see Thanksgiving dinners cut short because of these crazy sales. I was becoming okay with stores opening up at midnight but it has gotten out of hand and I refuse to participate in the nonsense. I do like to check out cyber monday because there are typically some great online deals. 

Student

I don't really shop online for Black Friday or Cyber Monday deals because I prefer to go in person. If I do buy online, it will most likely be electronics, home items, makeup, etc. I never purchase clothes online. The thing I don't like about shopping online is that you can't touch, feel, see the product in person to make a purchase decision. I usually buy items online if they are at a huge discount, then it makes up for not being able to see it in person.

Student

I do not participate in black Friday, but I do participate in cyber Monday. I don't like black Friday because there are way too many people, the crowds are overwhelming and people get angry. So, I get very stressed. But, on cyber Monday, I can sit in bed and just shop. I only go on websites that have great deals. If places just have free shipping or money off of a certain amount, I do not think that it is worth it, due to it making you spend more then probably would. But, website with deals like 50-70% off is very worth it, and many will let you exchange for a different size at same prize. I think cyber Monday is a lot less stressful and easier to shop the way you want. 

Student

I don't shop on Black Friday but I usually shop on Cyber Monday. Black Friday isn't really on Friday anymore. Most promotions start as early as 3pm on Thanksgiving. I don't care to spend my Thankgiving that way. However, Cyber Monday is totally different. Its a Monday and not on a Holiday for starters. It is also in the comfort of my home. I don't need to go anywhere to buy these gifts. I like to buy most things online for Christmas gifts as I know exactly what I am getting and I don't need to shop around various stores. I think Cyber Monday is very convenient and a much better option than Black Friday.

Student

I love black friday shopping; I find the craziness to be exciting! But I have never shopped online on Cyber Monday though. I imagine it to be hard. I assumed websites would be crashing throughout the day and wifi's failing. I do shop online occasionaly though and I find that the experience I have is usually positive. The proccess is usually super fast and easy to work. I think this method is very convenient, especially if you already know what your looking for. And the main benefit is you shoppers can do this from home. 

Student

I am a leasing agent for DTN Management, and I can relate to the email marketing section of this post. I never really realized how effective emails were until I began spending 6 hours at a time at a computer sending out emails to customers and prospects.

 

In terms of Black Friday, I do shop online! I think I spend more time shopping online than I do in store. I tend to buy a lot of gifts during this time.

Student

I do not participate in Black Friday or Cyber Monday.  I think it is shameful how we have turned family holidays and others, i.e. Veteran's Day, Memorial Day, etc. into greed shopping days. Instead of stopping to appreciate our families or pay respect for the sacrifices others have made for our country, retailers are just looking to make a quick buck.

Student

I do shop online during black Friday and Cyber Monday predominately to avoid having to go into stores during this time a year.  Stores during this time of year are ridiculously crowded and I have no interest in waiting several hours to rush into a store to buy a single item, or a couple items.  The biggest thing that I like about online shopping is that it’s quick and easy.  I would say the biggest downfall about online shopping is that certain items aren’t what you thought they were going to be, so you end up having to send certain items back, which at times can be a pain.

Student

I personally do not participate in Black Friday or Cyber Monday. I hate the crowds in store on Black Friday and find that the deals are never that good to give up time with my family. I typically try not to shop online for clothes because I typically don't like them and won't end up return them, simply just wasting money. I would buy appliances that I tried out before and buy them for a deal online however. I personally just like to see a product in person rather than online. 

Student

I see so many advertisements on my electronic devices, internet, and at the mall on Black Friday and Cyber Monday. Although most ads are tempting, I rarely shop on Black Friday and Cyber Monday, but if I do, I shop online because I hate being surrounded by people at the malls. When I was online shopping, I used to always check the sizes if I saw clothes I wanted, but they always had only extra large available because they ran out, so I just gave up shopping online for Black Friday and Cyber Monday. Also, I didn't like that even if I got the product I wanted, it's not what I expected or what picture showed online. It's the risk you have to take when you are shopping online, I think. However, I think it's a great strategy to show the promotion and stimulate customers who are deciding whether to make purchase decisions. I think people used to go to the malls to get discounts a few years back, but nowadays most people shop online for Black Friday and Cyber Monday. 

Student

While I prefer to go into a store and shop, I occasionally will shop online for Black Friday and Cyber Monday due to the convinience and avoidance of the crowds. When I'm shopping online during these sales, I usually look to shop for clothes that are on a great deal that normally would cost a lot more for me to buy on a regular day. I like that I can get items for cheaper, but I don't like the fact that I usually end up spending more than I want to because the deals seem to good to pass up. Pertaining to Collage.com, do you feel that their is a huge difference for you between Black Friday sales and Cyber Monday or are they more comparable then it would seem for an online company?

Student

I actually don't shop on cyber monday anymore. I use to when I had less bills. When I do shop online I look for deals, and the brands I like. I am brand loyal when online. I also look at reviews. I like that I do not have to leave to buy something and that there are online exclusives. My dislikes about online shopping are you are really playing a guessing game with sizes and colors. 

Student

Thank you for sharing collage.com, I actually am planning on making my mom a calendar for Christmas and I'm excited to check out this website. I enjoy shopping online, especially for Black Friday and Cyber Monday. I look for deals whenever I am shopping online and that is why I like Black Friday and Cyber Monday so much. I like online shopping because I don't have to leave my house to buy things and I feel that there is a larger variety of items online versus in stores. The only thing about online shopping that is not ideal is the fact that I have to wait for things to be delivered and I can't try things on or see things in person before I buy. I am signed up for many email lists from some of my favorite companies and these emails are what make me aware of different promotions that are being offered at any given time. My question for this week is: Do you see more sales during Cyber Monday and Black Friday, or is it around the same as other times during the year? 

Student

For black friday sale, I used to buy electronic devices. However, I found that they are not very cheap as I thought compare to normal sales day at Bestbuy. Espeically, well-known brands' products are only $30~40 off for black friday. Therefore, I go online and buy clothes because they are really affordable. Since Michigan is very cold state, I buy warm clothes for winter and save money. 

Student

As a girl who loves shopping, I rarely go shopping on black Friday. The main reason is that I have already bought my favorite or I need on normal day, so when on the black Friday, I generally do not shopping. But I think black Friday's sales strategy is very good, because it can stimulate the consumer, let more people consume. consumption. Now the global economy is not good, so the main target of black Friday is for the poor people,  which stimulate more people to spend, to achieve the purpose of promotion. So I think online shopping is to stimulate more consumption of sales strategy.

Student

I very rarely shop on Black Friday. I do shop on Cyber Monday though. I look for deals where I would be essentially getting two things for the price of one. I need a deal to be crazy good in order for me to buy it. I don't like online shopping becasue I can't feel something or try it on for size. Online shopping makes this difficult but I refuse to go black friday shopping just becasue it is so hectic. 

Student

I participate in black friday sales when I have money and really need something. If I look things up it's moreso for my music. I don't like when the site crashes but i like the convience of the shopping.

Student

I do not participate in online shopping or Black Friday. Nothing about the deals have appealed to me over the years and I think it is becasue there is such a crazy stigma attatched with Black Friday. I am a shopper that needs to see things in person before purchasing so Cyber Monday has never appealed to me either. The biggest thing about shopping online is that I need to do a ton of research before I even consider buying a product and even then I would much rather wait and look at it in a store than purchase online, especially with major purchases like electronics. What I cannot complain about is the convenience of online shopping.

Student

I mix in physical shopping and online shopping. As Black Friday has progressed, it seemingly has turned into a week of Black Friday deals and the same can be said for Cyber Mondays. When shopping online, I try to look for the deals that are exclusive to the time and place versus cyclical deals that will pop up in the near future again. Online shopping is difficult as it is difficult to know exactly what one is getting when there is only the picture versus the actual physical product. As far as benefits of online shopping, the convenience of it all cannot be beat. Having clothing and items shipped directly to one's location is too beneficial to not take advantage of.

Student

Yes, I  am did shop online for Black Friday. I was look for some disscount product. The thing I like about online shop is you don't need to go that place, save your time. I don't like is you can't tell is this product good or bad immediately. My question for this week is what is most important thing a good advertising need to have?

Student

Its fun to see the stores full on black Friday and frustrating at the same time when the item you would like to buy is not really on sale! This is exactly what happened to me this black Friday when I went shopping with my firends. Cyber Monday sounds like a good plan B for online shoppers. Worst case scenario is when you get an item- most specifically clothes,  that doesn't look the same way online. I think electronics are the best things to shop for on Cyber Monday.

Student

Last year was my first year shopping online for Black Friday and Cyber Monday and I LOVED it! I mostly shop for Christmas presents for my family and friends, occasionaly sneaking in something for myself if the deals are really good! I like online shopping because you don't have to worry about beating the crowds or waiting in lines and you get most of the same deals as you would in the store. One disadvantage of shopping online versus in the store is not being able to try on clothing. Sizes always vary between stores, so unless I know what size I wear at a certain store, I don't bother shopping online for clothing.

Student

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I do online shopping on black Friday and cyber Monday. The reason why I prefer online shopping is because there are often some good deals and also I do not need to spend much time on driving. The good experience is that I have brought a coat for 20% off on website. However, there is no discount in store. Bad experience is that the website sent me the wrong color of lipstick I have ordered. So I need to return it,

Student

I have never been one to shop Black Friday or Cyber Monday. In fact, until last year, I had never even been out on Black Friday and the only reason I was out last year (and this year) was because I work in retail. I know it's a great way to save money and make great purchases but I'm not a fan of long lines and angry customers and therefore my family never participated. I don't believe I have ever bought anything specifically on Cyber Monday either, or waited until Cyber Monday to make a purchase. I suppose that of the two, I would be more likely to particpate in Cyber Monday. I like the concept that the same (or similar) deals apply but I can do it from the comfort of my own home. Both of my parents have always been online shoppers so I guess that is where I got it from.

Graham Davis's picture
Instructor
11/22/2016
Social Media