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Brown also stresses the importance of using historical data to track past performance to predict order quantities and values — something business owners can glean by using accounting software like Xero. This helps inform how much stock is needed to cover the sales spike. “We work with a lot of small, artisan producers, so it’s a cool opportunity for us to place bigger orders with them. Even though they’re not participating directly, they benefit from that sales bump.”
In a depersonalised ecommerce landscape, connecting the customer to local makers is what sets Sometimes Always apart. Orders arrive with flavour profile cards and recipes to complement each bottle. “Every wine has a story, so we want people to know who made it and where it came from. By giving our customers that experience, we hope they want to keep coming back.”
Holding firm on brand values
In the fashion industry, designer Jasmine Gescheit has felt the pressure to participate in Black Friday. But this year, the founder of active leisurewear brand Jasmine Alexa took to social media to explain why she’s sitting out.
“Like most small businesses, we have overheads to fulfil and protect. When we discount, it eats into that — to the point where there’s not much left,” she says. “I wanted to explain the true cost of being part of Black Friday, as I don’t think many consumers realise what’s involved.”
Another element of this is understanding the negative impact Black Friday can have on wholesalers. Jasmine Alexa has purposefully partnered with small boutiques that share similar values; these are relationships Gescheit is intent on protecting. She explains, “If we discount one of our bestsellers, then all our stockists that have this item feel the pressure to discount, too. By sitting out of Black Friday, we’re stopping that trickle-down effect.”
Jasmine Alexa’s Jasmine Gescheit.
Instead of a sale, the brand is hosting its first in-person pop-up in Melbourne this November. “There’s a disconnect at the moment with understanding the value of a product and what goes into it. So, we’re trying to get people offline and back into physical retail. It’s scary, and I have no idea how it’s going to go, but it felt right for us and what we stand for,” says Gescheit.
Whether taking part or not, there are ways to make the most of the Black Friday hype to connect with customers while staying true to yourself, Gescheit says. With data-driven decision-making and those human touches that small businesses do so well, a successful campaign can be whatever you make it.
With tools like Analytics to support cash flow forecasting and data-driven decisions, to inventory management apps like Cin7, Xero helps small businesses stay on track. Visit xero.com to learn more.
