Gear up for the Biggest Shopping Weekend of the Year
The Holidays are a warm and joyous time when family and friends gather around the festivities of the season. During this time businesses get into the ‘Holiday Spirit’ with the decorative merchandising & special promotional deals. This is a great opportunity to promote your business and connect with families in your neighborhood.
Key Dates to Remember
November 23: Black Friday
Black Friday is the biggest shopping day of the year and the largest annual sales event. For years, the day after Thanksgiving in the United States has been a day to shop and save. Consumers are accustomed to seeing significant discounts on all sorts of products and services.
November 24: Small Business Saturday
American Express created Small business Saturday everywhere to support local & small businesses within communities. It has become the second-largest annual sales event. This yearly shopping tradition reunites communities, inspiring shoppers to support their favorite small business.
November 26: Cyber Monday
The aptly-named Cyber Monday is the largest annual online sales event. E-commerce businesses offer major discounts and specials to their online consumers.
November 27: Give Tuesday
After 3 days of sales and shopping, it’s good to show some love to local charities & the community. Give Tuesday is an international event designed to highlight and support community organizations and charities.
Making These Days Work For You
If you really want to take full advantage of these great shopping days, it’s a good idea to make sure each day offers a distinct and different benefit. For example, if you were to offer a BOGO deal on all frames November 27th through 26th, you’ll probably get extra traffic and make some sales. However, if you offer a BOGO deal on frames on Friday, savings on contact lens accessories on Saturday, discounted eye exams on Monday, and a free lens cleaning solution with donations to the food bank on Tuesday, you’re appealing to more patients with a wider range of needs. Plus, you may even get the same patients to spend money with you multiple days in a row!
You may also find that outlining goals for each day is a helpful practice. Some of the goals you may want to focus on include increasing revenue, clearing out older inventory, upselling patients to purchase lens coatings and filters with their glasses, drawing new patients in through local events and contests, and re-engaging previous patients through social media campaigns.
Eye exams are covered by most benefits, however, not everyone has benefits. Black Friday is a good opportunity to offer discounted eye exams or a coupon to each patient coming in. Create a family discount that can be attached to appointments made that day. For example, parents who book two adult eye exams can get a child exam for half price. This drives your appointments up and will help convince families to visit your clinic over another.
Offer Gift Cards
Much like buying a new pair of shoes, a purse, or a vehicle, eyewear can be a personal purchase. Frames make a huge statement for both fashion and personality, so choosing eyewear for a loved one can be a difficult decision. They want to try it on and see which style is right for them. As an alternative, offer a gift card; it’s the perfect gifting tool for a personal choice.
Get Ready for Holiday Season Sales
Take some time early on in the month to get your ducks in a row so you are set to reap the rewards. We’ve put together this To-Do list to help you prepare your practice and make the most out of the upcoming shopping days.
- Double Check your Online Directories
Ensure your online information matches your brick-and-mortar details. Holiday seasonal hours, location, and phone number should be current across all platforms. Doing a quick online search allows you to ensure you don’t have any outdated information around that could ultimately damage your credibility.
- Develop Your Campaign
Don’t wait until the last minute, have your social media posts and signage ready to go. Take photos, work with a graphic design team, or simply create posts and digital advertising through an online editor well in advance. Ensure your campaign has a similar feel through the use of the same images, messaging, and value proposition. We’ve included a few social media posts that you can use below. You can even customize these and other posts with your logo through our WestGroupe Marketing CO-OOP Dollars Program. Your rep would be happy to give you all the details. Don’t forget to create a communication schedule on how and when each post will go out. It is important to have a plan to get the word out.
- Consider Opening Your Doors a Little Later
Small Business Saturday is all about celebrating those businesses run by members of the community. Take this opportunity to shake hands and get to know the people you are tending to. Host an open house with an incentive for locals to stop in and say hello. This could be free stuff like edible treats & lens wipes or fun items with your clinic’s information on it. Be sure to have all your staff on hand to help people try on glasses in the dispensary, book appointments, and to answer any questions they have.
Black Friday in Your Practice
Black Friday is the perfect day to move product. Offering discounts and BOGO deals on frames can help them make the decision to commit to new glasses. This strategy is particularly effective to get through older inventory or increase multiple pair sales.
If you’d like to really get into the spirit of Black Friday, why not offer time-specific deals or doorbusters. For example, offer 20% off frames from 9:00 AM to 11:00 AM. From 11:00 AM to 12:00 PM, offer 15% off. Then from noon to 2:00 PM, you can offer 10% off, and so on and so forth.
Highlight Small Business Saturday For Your Patients
Working with small businesses in your area is mutually beneficial. It gives both of you additional exposure and traffic, while positioning your business as a community-minded force within your area.
One way you could collaborate with small businesses is by contacting them for small-denomination gift cards, coupons, or exclusive offers. Then, every time one of your patients makes a purchase, gift them with the prize from the corresponding business. This gives local businesses new clientele while making you look good for handing out prizes & savings!
Cyber Monday in an Optometry Clinic
Cyber Monday is all about shopping in your pajamas! Consumers take to their computers and smartphones to get great deals on items large and small. If your patients can order glasses, schedule an eye exam, or order contacts online, this is the perfect day for them to do that. Offer discounts on bulk orders or offer a free shipping when ordering online.
If your website doesn’t support e-commerce, you can still participate by encouraging patients to use an exclusive coupon code on your website or sign up to a practice newsletter for a discount on their next pair of frames.
“Giving Tuesday” – Bring Sight to Those in Need
After a long weekend of consumerism, “Giving Tuesday” flips the script. November 27th is all about giving back to those who need it the most. There are a number of ways for eye care practitioners to give back, through their business and within your community.
Get Out There
Optometrists can bring their skills to those who need it. Arrange with your nearest school to provide needy kids with free exams. Or partner with a local homeless shelter to offer eye examine- helping them on their way to success.
We partnered with Optometry Giving Sight to provide eye care, exams, and glasses to those around the world who need it. Consider this organization or a local charity to collect donations for or donate for each exam you perform. Supporting others feels great and helps others choose your clinic. With so many people through the office every day, it’s easy to collect donations for your charity of choice. The method through which you support charity could be as simple as keeping a jar at the front desk for patients to donate spare change. Or Click here to donate to Optometry Giving Sight. By supporting our campaign WestGroupe will match your donation, making it go further.
Spread the Word
Many clinics in the WestGroupe family are already giving back every single day. Giving Tuesday is the day to humbly brag about all that you do throughout the year. Use the hashtag #GivingTuesday to join in on the conversation online. Hang posters in the clinic or create a slideshow for in-office screens.
Celebrate the Holiday Season
It is the most wonderful time of the year! For many cultures celebrating significant holidays and traditions, it is the perfect opportunity to get to know your clients on a more personal level. Create promotional items that incorporate the diversity of your clientele. Instead of ‘12 Days of Christmas,’ consider a new and inclusive tradition.
Be creative. Involve everyone’s participation in celebrating the holiday season. Plan a shopping event by turning your store into a go-to location with local musicians, hors-d’oeuvres, hot chocolate, apple cider, and holiday-themed baked goods. Make the act of coming to the store a reward. Invite Santa to give gifts to the kids & take instant pictures using a Polaroid camera as a “take-home gift” from the experience. Add to the experience with a “make your own greeting card” and “tree ornament station”, fun for everyone!
Everyone loves a good ‘Ugly Holiday Sweater’. Invite your staff to join in on the fun and send e-mails and letters inviting your clients to join in. While you’re enjoying the joy of the season ensure to list your hours between Christmas Eve and New Year’s Day.
From all of us at WestGroupe, we wish you a wonderful holiday season and all the best for the New Year.