What does this mean for you, the direct marketer? Even if you have retail stores, you can capitalize on the growing number of consumers who are going online to conduct their holiday shopping. I, for one, would be sure that my promotional messaging around Black Friday offered great deals to online customers as well as the benefit of not having to leave their warm homes with shields and nunchucks to find great gifts at a good price. And think of the business you might be able to scoop up right after Black Friday with a few well-timed e-mails letting tired, frustrated consumers know the best deals are not all gone—they need only visit your site for door-buster specials.
As always, the best results come from giving the right audience the right offer at the right time … and in the right channel.