With Black Friday Cyber Monday (BFCM) fast approaching, small business owners are preparing for a weekend that could either propel their brands to new heights or leave them scrambling to keep up with demand. Abby Price, founder of the NYC embroidery brand Abbode, embodies the stakes involved. “This is our Super Bowl,” she declares, emphasizing the significance of this weekend for brands big and small. In 2024, Shopify merchants collectively generated a staggering $11.5 billion in sales, and this year is projected to be the first-ever $1 trillion holiday season. The countdown is on, and many businesses are reassessing their strategies as they gear up for the excitement and challenges ahead.
Veterans like Lindsay Silberman from Hotel Lobby Candle advise a proactive approach. “As much as you can possibly plan, things will come up; there’s no time off,” she notes, reflecting on her early days when inventory shortages kept her brand from fully capitalizing on BFCM. Both Abby and Lindsay are examples of how meticulous preparation can spell the difference between success and failure during this pivotal shopping weekend.
One crucial insight from Abby is the importance of infrastructure in maximizing the potential of viral moments. A recent appearance by pop singer Sabrina Carpenter wearing an Abbode piece on Saturday Night Live drove a significant spike in website traffic and Instagram followers. Despite the flurry of interest, Abby emphasizes that this kind of exposure doesn’t automatically convert into sales. “These one-off viral moments, they’re not changing my whole business,” she explains, underlining the need for a solid backend operation to capitalize on attention. By implementing systems and negotiating with suppliers months before the event, Abby is laying the groundwork for what she hopes will be her biggest sales year yet.
Lindsay’s experience illustrates another side of BFCM preparation: the shift from a mindset of scarcity to one of strategy. Early in her journey, lack of inventory meant the company would sell out before BFCM even started. “We had nothing to go based off of other than our gut instinct, and we were super conservative because we didn’t have enough capital to take chances,” she recalls. While this trait created a sense of urgency among consumers, it ultimately proved unsustainable. Today, she conducts inventory projections well in advance, ensuring that her brand is poised to meet the high demand typically seen during BFCM.
Both entrepreneurs are acutely aware of the repercussions of being caught unprepared. Last year, Abby faced significant issues when orders flooded in, overwhelming her small team and leading to delayed shipments. "We ended up over-promising and under-delivering to our customers," she admits. Learning from this experience, Abby has set clear cutoff dates for holiday orders and refined her product customization options to maintain fulfillment efficiency. This level of foresight can mean the difference between sustainable growth and operational chaos.
As small businesses adapt to the evolving landscape of holiday sales, Lindsay suggests they also clarify their marketing goals. “Decide on very clear messaging and a clear goal,” she advises. Instead of hastily throwing together promotions, thoughtful strategies centered around specific objectives can drive more meaningful engagement and sales.
The ramifications of BFCM extend beyond individual companies. Abby’s success has allowed her to grow from a solo endeavor to a team of 20. “BFCM performance directly determines staffing levels, vendor commitments, and business expansion plans,” she explains. This shift not only creates jobs but also revitalizes local economies, as brands like Abbode prioritize domestic craftsmanship.
Conversely, Lindsay operates a more decentralized model, relying on a network of contractors and agencies to successfully manage her brand’s needs. This arrangement allows her—and others like her—to flexibly adapt to the demands of BFCM while ensuring they harness opportunities for growth amid the hustle.
In this high-stakes environment, the path to success during BFCM requires not just effort but also preparation and finesse. Realizing the potential of product launches and strategic promotions can make the difference, transforming a tense weekend of sales into a sustained trajectory for growth and opportunity.
As the countdown to BFCM continues, small business owners have the opportunity to learn from the experiences of those who have successfully navigated this critical time. By investing in robust systems and strategic thinking, they can build brands that are resilient enough to weather challenges and thrive in a competitive marketplace.
For further insights, you can view the full article from Shopify here.
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