Digital marketing strategies for Black Friday and Christmas

Vladimir Karadzhov () and Dinka Zlateva ()
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Vladimir Karadzhov: South-West University “Neofit Rilski”
Dinka Zlateva: Faculty of Economics, South-West University "Neofit Rilski", Blagoevgrad

Economics and Management, 2024, vol. 21, issue 1, 180-198

Abstract: This article explores digital marketing strategies that can be used to drive sales during the Black Friday and Christmas shopping periods. It starts by discussing the importance of these periods for retailers, and how e-commerce has changed how people shop during these events. The research then goes on to formulate different digital marketing strategies that retailers and marketers can utilize during these events, including social media advertising. The article offers some tips for retailers to optimize their digital marketing efforts. It also presents 20 practical solutions for creating suitable advertising messages for both events to personalize the shopping experience for customers. It concludes by emphasizing the importance of having a comprehensive and integrated digital marketing strategy that takes into account the unique characteristics of these shopping periods. Overall, the study provides valuable insights into the best practices for digital marketing during the Black Friday and Christmas shopping periods and offers actionable advice for retailers and marketers looking to maximize their sales during these significant shopping events. This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

Keywords: e-commerce; social media advertising; personalization; socio-economic analysis; sales optimization; shopping events (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:neo:journl:v:21:y:2024:i:1:p:180-198

DOI: 10.37708/em.swu.v21i1.12

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