Black Friday, a sales trend originating in the US on the day following thanksgiving, has become a shopper’s staple over here in the UK in recent years. With it now being one of the biggest global sales days of the year, UK retailers and advertisers are fully invested in the annual shopping event. In fact, it is often no longer a one-day or weekend-long affair either, with many promotions beginning earlier or lasting longer, giving savvy shoppers precious extra time to hunt down those Christmas bargains.
This year’s big day falls on Friday 27th November. With just less than two months to go, it is time to consider your Black Friday ads, and make sure that they are in line with all guidance. To help, we revisit some expert advice from Senior Copy Executive, Nicola Wynter. She gives us her top 6 tips for getting those Black Friday TV ads right first time.
- Upload Substantiation
As with any price reduction or offer messages, you will need to upload the completed Retail Substantiation Form, alongside the ad script. This should be filled out by the Advertiser.
- Include Featured Products
Any products featured within the advert should be included in the event.
- Name Truthfully
If the promotion is already an existing one, you cannot name it a “Black Friday” Sale.
- Know the Difference
If the promotion doesn’t include discounted items, but instead features offers such as “free installation” then you cannot call it a “sale,” but you can call it an “event.”
- Clarify Timeframe
Most Black Friday promotions last longer than just one day, which isn’t usually a problem as long as this is made clear to viewers. There should be no implication or indication that the promotion lasts for just one day, by including “Only on Black Friday” audio for example.
- Inform Viewers
If the promotion or event doesn’t have a set end date, but instead lasts until the products are no longer in stock, then you will need to add the super “while stock lasts,” or similar.
Revised from previous 2018 & 2019 blogs. All advice included is relevant and in line with the BCAP code guidance.
If you have any questions about your Black Friday ads, then please talk to your Clearcast Copy Executive.
