How Early Buzz, Exclusive Deals, and Partnerships Can Help You Crush Your BFCM Goals
TikTok isn’t waiting for Black Friday to roll around—they’re already diving headfirst into their holiday shopping campaign with Brand Palooza, a sale event designed to create early buzz and maximize sales. By starting before Black Friday, partnering with Venmo, and leveraging influencers, TikTok is ensuring high engagement and conversion rates for their merchants.
For handmade sellers, there’s a lot to learn from TikTok’s strategy. If you’ve been concerned about the shorter holiday shopping season this year, starting early and planning strategically could be your secret weapon.
Here’s a breakdown of TikTok’s approach and how you can apply similar tactics to your handmade business.
TikTok’s Winning Tactics and How You Can Apply Them
1. Start Early to Build Momentum
TikTok kicked off its Brand Palooza event well before Black Friday, running promotions from now until Nov. 27th. This early start not only grabs shoppers’ attention ahead of the rush but also ensures merchants capture sales from customers eager to shop before the official holiday madness begins.
How Handmade Sellers Can Apply It:
Launch Your Sale Early: Don’t wait for Black Friday. Announce your promotions now to get ahead of the competition.
Create Excitement with a Countdown: Use social media to count down to the official start of your sale, building anticipation.
Action Item: Promote a “Pre-Black Friday Sale” or “Early Access Event” to entice your audience to shop before the traditional BFCM weekend.
2. Offer Exclusive Products and Deals
TikTok partnered with major brands to offer exclusive products, discounts, and merch for its sale, creating urgency and a sense of exclusivity for shoppers. Limited-time deals drive conversions by making customers feel they’ll miss out if they don’t act quickly.
How Handmade Sellers Can Apply It:
Release a Limited-Edition Product: Create a holiday-themed version of your best-sellers or offer an exclusive product that’s only available during your sale.
Bundle Products for Extra Value: Combine complementary items into gift-worthy bundles at a special price.
Action Item: Highlight exclusive products or bundles in your promotions with phrases like “Only Available This Week” or “Holiday Limited Edition.”
3. Incorporate Livestreams and Social Proof
TikTok is rolling out “super livestreams” with influencers and celebrities during Brand Palooza, knowing that real-time engagement builds trust and drives sales. Livestreams allow customers to see products in action and ask questions, increasing their confidence in making a purchase.
How Handmade Sellers Can Apply It:
Go Live on Social Media: Host a livestream on Instagram or TikTok to showcase your products, answer customer questions, and share behind-the-scenes insights.
Feature Customer Reviews: Highlight reviews or testimonials during your live session to build trust and social proof.
Action Item: Schedule a livestream during your sale to showcase your products, answer FAQs, and share special promo codes for live viewers.
4. Leverage Partnerships to Boost AOV
TikTok’s partnership with Venmo adds a layer of convenience while incentivizing higher spending. First-time buyers get a 25% discount on orders over $45, while repeat customers get the same deal for purchases over $85, effectively increasing the average order value (AOV).
How Handmade Sellers Can Apply It:
Create Spend-Based Discounts: Offer tiered discounts to encourage larger purchases, such as “Spend $50, Save 10%” or “Free Shipping on Orders Over $75.”
Partner with Complementary Brands: Team up with another handmade seller to cross-promote products and drive more sales for both businesses.
Action Item: Introduce a spend-based discount for your BFCM campaign to encourage customers to add more items to their cart.
5. Focus on High-Intent Shoppers
TikTok’s early sale targets customers who are ready to shop now, and their incentives (like discounts for first-time buyers) ensure they attract both new and repeat customers during this high-traffic period.
How Handmade Sellers Can Apply It:
Target Warm Leads First: Send early access emails to your most engaged customers and subscribers.
Welcome New Customers with an Offer: Promote an introductory discount for first-time buyers to grow your customer base during BFCM.
Action Item: Segment your email list into repeat buyers and new subscribers, and send targeted promotions to each group with tailored incentives.
Start Early, Stay Strategic, and Capture the Holiday Momentum
TikTok’s approach to BFCM highlights the importance of starting early, creating exclusivity, and using strategic partnerships to drive engagement and sales. Handmade sellers can adopt similar tactics to maximize their holiday revenue and connect with their audience on a deeper level.
This year, don’t wait until Black Friday to start your promotions. Plan your campaigns, engage your audience, and focus on building excitement well before the big weekend. With a little creativity and a lot of heart, you can turn this holiday season into your most successful one yet.
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