Ethical Black Friday Best Practices
Black Friday has become a significant sales event worldwide, attracting customers with special offers and discounts across various industries. For equine businesses – including horse sellers – the event can present unique challenges. Ethical considerations are crucial, particularly when promoting live animals like horses. This article outlines best practices to balance ethical concerns with the potential for increased sales, ensuring promotions align with the values of your business and the well-being of animals.
Prioritise Responsible Marketing When Advertising Horses
- Avoid “Sales” Terminology for Horses: While Black Friday often implies deep discounts, promoting animals at reduced prices can create the impression that horses are commodities. Instead of labelling any equine promotions as “discounted,” consider highlighting the quality, care, and expertise your business brings to the selection and rehoming process.
- Focus on the Horse’s Welfare and Ideal Match: If you choose to spotlight a horse, emphasise the importance of finding a suitable, knowledgeable owner who can provide long-term care. Showcase horses based on characteristics and needs that potential buyers can match, not based on a time-limited “sale.”
- Host “Meet and Greet” or Consultation Events: Encourage potential buyers to meet available horses in a safe, controlled environment where they can ask questions and understand the commitment. This approach can help foster genuine interest in horses and ensure buyers are well-informed.
Emphasise Discounts on Tack and Accessories
- Highlight Tack and Equipment Sales: Offering discounts on tack, grooming supplies, and apparel is a more appropriate and effective strategy. Saddles, bridles, horse care products, and apparel are items that existing horse owners often need, making these ideal for Black Friday promotions.
- Create “Starter Packs” for New Owners: If you cater to new horse owners, consider bundling products into “starter packs” that provide essential items. This can add value without compromising ethics by focusing on tools that will support the proper care of horses.
Create Value Without Overemphasising Discounts
- Focus on Added Value Instead of Price Cuts: Instead of heavy discounts, consider adding extra value to purchases. For instance, you could offer a free grooming kit with the purchase of a saddle or a complimentary first service for horseboxes. This approach attracts customers while maintaining the premium quality associated with equine care.
- Offer Financing or Payment Plans: In the case of high-value sales, offering flexible financing options can make purchases more attainable without relying on deep discounts. Highlighting affordable monthly plans or financing with low interest can attract potential buyers in a responsible manner.
How Horsemart Can boost Your Sales Responsibly This Black Friday
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Contact us below to schedule a consultation with a Horsemart team member and start planning your advertising strategy.