With Black Friday approaching – scheduled for November 29 – , small and medium entrepreneurs are already preparing to take advantage of the date and boost their sales. The phenomenon of 'Black Friday warm-up', that has gained strength in recent years, allows merchants to start promotions before the official date, creating anticipation among consumers. However, so that retailers can succeed on the date and stay away from losses, specialists warn about early planning, both financial and product
According to Cassius Leal, founder and CEO of Advys Accounting, the 'Black Friday warm-up' helps retailers map out what most attracts customer interest and, with that, they can adjust their inventories more efficiently, avoiding losses
Preparation (for the date) involves financial and inventory planning, especially for small and medium businesses, that have a smaller margin to absorb errors, reinforces the specialist, which also emphasizes that it is essential for entrepreneurs to ensure that promotional prices cover all fixed and variable costs, including tax charges
Leal also warns about the risks of the practice of 'price manipulation', that can compromise the company's reputation and result in legal penalties. Well-defined pricing strategies, structured cash flow and compliance with consumer protection regulations are also essential to avoid losses, the specialist pointed out
According to the accountant, although Black Friday is a significant opportunity to boost sales, also involves risks, mainly due to the sudden increase in sales. "Strategies such as targeted promotions", progressive discounts and product combos can increase the average ticket without compromising the profitability of companies, said the expert. "Another strategy is to bet on the shopping experience", differentiating itself through personalized service and added gifts or benefits, instead of relying exclusively on aggressive discounts, complement Leal
Furthermore, the founder and CEO of Advys Accounting highlights that Black Friday can be an excellent opportunity to strengthen the company's cash flow before the year-end festivities. "For many small businesses", this is the ideal time to build a financial reserve, that will be essential to cover expenses such as the thirteenth salary, taxes and the employees' vacation, said Leal
The specialist also emphasizes that Black Friday should be seen as a strategic marketing action, and not just as a clearance. "When well planned, can become a long-term success landmark, finalizes Leal
