How to get more sales on Black Friday and Cyber Monday

Posted by Lucy Fuggle on Nov 20, 2015

Most of us have heard of Black Friday: the Friday after Thanksgiving that's often regarded as the beginning of the Christmas shopping season in the US. Many major retailers all over the world open early, launch online sales, and offer major discounts.

Then there's Cyber Monday, a marketing term for the Monday after Thanksgiving and one of the biggest online shopping days of the year.

If you have a tour or activity company, it's easy to think that isn't relevant to you.

However, if you accept online bookings (which you should!), you have a great opportunity to tap into this eager shopping market. You just need to boost your marketing and sales efforts. Here's how.


1. Share a special discount code for the day

Black Friday and Cyber Monday are all about discounts. If you want to provide your customers with an irresistable offer that will be unavailable for the rest of the year, now is the time to do it.

Online discounts are easy if you use TrekkSoft as your online booking software. You can quickly create a discount code through your account, then distribute it with potential customers through various marketing campaigns, online and offline.


2. Create a campaign on social media

If you launch a Black Friday or Cyber Monday campaign without social media marketing, you're missing out. We'd recommend:

Creating a Facebook strategy that kicks in at least one week before Black Friday and Cyber Monday, ideally with 1+ post a day outlining your offers and discounts with relevant links and great visuals. You can increase posting intensity just before and on the day.


The same goes for Twitter, although you can afford to post much more frequently. You can also use relevant hashtags as part of your Twitter strategy, such as:

  • #blackfriday
  • #cybermonday
  • #deals
  • #giveaway
  • #sale
  • #christmas
  • #thanksgiving
These hashtags are also a good addition to your Instagram strategy, in which you can show off the very best of your tours or activities through spectacular visuals.

To tie this all together and automate your posts for the festive buying season, you could use a social media scheduling tool such as Buffer. And to boost your planning, you can also check our social media handbook by Colm Hanratty:

Download our social media handbook for tour and activity companies


3. Make sure "book now" buttons are visible on key areas of your website

You have your discount codes set up for Black Friday, and social media should be driving eager potential customers to your website. However, your work isn't yet done: in order to ensure conversions, you need visible "book now" buttons.

These could appear on a dedicated tours or activities section of your website, alongside perhaps your homepage. Whatever you choose, the buttons should be simple to click on, visually-appealing, and a clear call to action.

Some TrekkSoft users with great book now buttons on their websites include Funky Chocolate Club, Visit Meteora, and Serbian Private Tours.


4. Start a paid advertising campaign on Google AdWords or social media

If you have a marketing budget, it makes sense to try and put some aside for paid advertising.

An easy way to get started is with Facebook or Twitter advertising. It doesn't take long to create your ads, choose your audience, and decide how much you want to pay.

Here are seven tips to help you create your first successful Facebook ad campaign. If you want to increase your advertising efforts further, you can also read our advice on creating a Google AdWords strategy, or check out our ebook:

5. Follow our advice on running a successful flash sale

Our CEO at TrekkSoft's has written before about running an effective flash sale, and his advice is just as applicable for preparing your Black Friday and Cyber Monday strategy. You can read the flash sale article here, or take note of this summary:

  • Define the goal of your flash sale
  • Don't overcomplicate your sale, keep it simple
  • Define your target group
  • Choose the right date and time
  • Offer significant savings
  • Build the hype - cultivate a team of ambassadors and invest in an SEM boost
  • Actively monitor your sale and engage with your customers
  • Be clear in your terms of service and the rules of the sale


Want to see the impact that online booking software can have on your tour or activity company?

  Request your free TrekkSoft demo

Lucy Fuggle

Written by Lucy Fuggle

Lucy is Head of Content Marketing at TrekkSoft. She tries to read a book a week, travel solo every month, and share ideas on You can usually find her in Switzerland's Berner Oberland.

Topics: Tourism trends

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