As with any other retailer in North America, we started planning for Black Friday months in advance. Well before customers start looking for deals, we were crafting product pages and sales strategies, laying out marketing campaigns. In fact, everything we have been doing since the beginning of the year is for Black Friday and the Holiday shopping season. From the moment we get word on a new product, our quest for the ultimate game plan starts, so that not only does it get the proper launch it deserves, but also that it will leave an impression so strong that it lasts way into Black Friday and Boxing Week.
And not just products, but with hiring, too. When we hire new staff, we treat them well so that they stay for Black Friday, and we train them well so that they survive the madness.
Yes, our Black Friday preparation is an institution, and everyone plays a crucial role. But this year, as we all expected, Black Friday was a little different thanks to the COVID-19 pandemic. After all said and done, we managed to break last Black Friday’s sales records, but the chaotic busyness, the rushes of customers coming through the doors, the endless supply of donuts and snacks - these were all dearly missed. Our entire Marketing Team worked from home and only got to experience the Black Friday frenzy over Slack, Shopify and Instagram.
Sad? A little. Well, more disappointed. But at the same time, we are also extremely grateful for everything that filled our Black Friday this year: customers, fans, partners and each other.