10 Tips to Prepare for Black Friday 2024 as a Registered Firearms Dealer
Black Friday has become a critical sales period for many businesses, and as a Registered Firearms Dealer (RFD) or shooting business in the UK, you have a unique opportunity to capitalise on the demand for outdoor sporting goods. While the UK’s strict firearm and shotgun regulations require careful planning, you can still maximise your Black Friday sales with the right strategy.
1. Review Past Data
Start by reviewing your past sales data to determine which products are most popular during peak periods. For Black Friday, consider increasing your inventory of your most popular products this time of year. Reach out to your suppliers early to ensure you have sufficient stock, avoiding last-minute shortages.
2. Plan for an Extended Sales Period
Black Friday has evolved from a one-day event into a multi-day or even multi-week shopping season. Many retailers now run promotions from Black Friday through Cyber Monday (BFCM) and beyond. As a firearms dealer, consider running promotions over a longer period, which can help ease the rush and give customers more time to shop. Extending sales can also help you spread out shipping and fulfilment operations, avoiding bottlenecks.
3. Organise Your Upcoming Sales
Create a detailed plan for your Black Friday sales and any further upcoming promotions. Map out which products will be discounted, how long the sales will run, and how they will be marketed. This ensures you don’t miss opportunities or overlap promotions that could confuse customers. Clear planning will help you stay organised and make the most of the sales season.
4. Create Bundle Deals
Instead of offering big discounts on individual firearms, why not craft appealing bundles that combine accessories with your core products. For example, you could offer discounted scopes, ammunition, or cleaning kits alongside an air rifle or shotgun purchase. Bundles create added value for customers and increase your overall average order size.
5. Optimise Your Website and Online Listings
Whether you’re selling directly through your website or on Gunstar, your online presence needs to be optimised for Black Friday traffic. Ensure your website is mobile-friendly and that your product listings on all platforms are accurate, up-to-date, and feature high-quality images. Highlight your Black Friday offers prominently on your homepage and listings to attract buyers.
6. Ensure Compliance with Laws
Compliance with UK firearms laws is non-negotiable, especially during a busy sales period like Black Friday. Ensure that your staff are well-trained to handle verification and licence checks for every transaction involving firearms or ammunition. If you sell online, including through platforms like Gunstar, ensure all legal procedures are clearly communicated to buyers, including collection requirements, RFD-RFD transfers and identity checks.
7. Provide Excellent Customer Support
Prompt and helpful customer support is crucial during the busy Black Friday period. Ensure you have enough staff available to handle increased inquiries, whether in-store or online. Responding quickly to customer questions or concerns can make the difference between closing a sale or losing a customer.
8. Prepare for Post-Black Friday Customer Engagement
Black Friday is not just about driving immediate sales but also about nurturing long-term customer relationships. After the event, follow up with your new and existing customers through emails, offering post-Black Friday deals or exclusive discounts on future purchases. This strategy helps turn one-time buyers into repeat customers, maximising the lifetime value of each shopper. Ensure your email list is segmented to send targeted offers based on customers’ purchases or browsing behaviour.
9. Strengthen Your Social Media Presence
Social media platforms are powerful tools for generating buzz around your Black Friday deals. Leading up to the event, increase your activity on platforms like Facebook and Instagram, where you can showcase product highlights and offer sneak peeks of discounts. Engage with your followers by answering their questions and providing details about your deals, building excitement and trust in your brand.
10. Reflect on What Worked and What Didn’t
After Black Friday, review your performance metrics. Analyse which products sold well, how effective your marketing campaigns were, and where improvements can be made. Learning from your successes and challenges will help you refine your approach for next year’s Black Friday event.
Why not let Gunstar do the work this Black Friday?
Leverage our Black Friday 2024 Marketing Solution.
Gunstar is offering an all-in-one Black Friday marketing solution designed to help your business reach a broader audience during this high-traffic period. By partnering with Gunstar, you can let our team handle your promotional campaigns, from targeted email marketing to site-wide takeovers that highlight your products across the platform. With access to Gunstar’s 350,000 monthly visitors, your business will be seen in all the places shooting enthusiasts are searching. This solution frees you from the logistical burden of marketing, allowing you to focus on sales and customer service during Black Friday.
Capture seasonal shoppers this Black Friday and turn them into loyal, year-round customers.