(Part 2) How 4 DTC Brands are Approaching Black Friday and Cyber Monday

Welcome to another edition of Latino Owned , a newsletter for first gen and Latino entrepreneurs and creators. 🔥 

It’s estimated that 77% of shoppers are planning to spend the same or more this year during the Black Friday Cyber Monday season.

Post Labor Day sales, it’s not common to see shoppers begin to hold out on buying big ticket items, or try new brands until the seasonal holidays (Mid October - December).

As a business owner, you can never be too prepared to tackle on a big retail holiday, and see what other brands are doing to incentivize shoppers to spend. 💸 

The big takeaway is that shoppers are going to spend this year regardless, why can’t it be with your brand?

This is Part 2 with apparel brand Hammies, and personal care brand Kinfield.

Hammies’ Awareness Campaigns

If there is one brand that takes nostalgia and retro to another level, it’s Hammies.

Hammies’ goal is to make its apparel feel like it’s straight out of the 1960s, with its vintage-inspired corduroy shorts and bell-bottom pants. “We’re trying to bring back lost and forgotten styles from the 60s through 80s,” Hammies founder Grant Nestor explains.

“We’ve been fortunate because a lot of these things have become trendy over the past few years. My goal is to make Hammies feel like it’s straight out of the 60s and for people to be confused about whether it is a contemporary brand, and wonder what am I looking at exactly.”

Hammies will work hard in the weeks before Black Friday and Cyber Monday to get in front of as many people as possible. Through its ad strategy, Hammies is focusing on getting people to its site, but not hitting them with a hard sell.

“We didn't take Black Friday super seriously the first few years,” Grant says. “We are priming people and running a lot of ads right now. Specifically, ads that are traffic ads, not necessarily trying to convert them since a lot of people are holding out for Black Friday. Then get them to our site so we can retarget them when the sale does start.”

Hammies awareness campaigns focus on getting users familiar with Hammies, seeing their products, and social media content, and seeing them before they run their major sale. “The difference from last year is that we are planning for it more, and getting everyone on the same page weeks before,” Grant says.

Kinfield is Testing out SMS

Kinfield is a line of mosquito repellents that recently expanded to SPF products, deodorant, and more. Their Black Friday is usually considered around Memorial Day, early in the summer months, perfect for its products.

Due to its product line expansion, Kinfield decided to build campaigns for Black Friday and Cyber Monday and align with SMS.

“We’re going hard. We’re doing an early access this year and trying to promote SMS sign-ups,” explains the VP of Marketing at Kinfield. “We know that our SMS subscribers convert way faster than our email sign-ups.

We are also doing a personalized sale that comes directly from marketing, selecting our top percent customers and giving them a discount that they won't find online.” By being selective with its community and focusing on one channel, Kinfield is gearing up to have one of its highest converting sales to date.

“Seeing that customers are coming back trying the new products and excited to see the growth, we want to reward them this time of year. When we reach out to them with this promo I think it will be one of our highest converting sales to date.”

How are you prepping for the upcoming Q4? Don’t worry if you haven’t even thought about this. I know I haven’t for my parents jewelry brand, but one step at a time. If anything, talking with these brands has given me inspiration on what to do, and how to make Q4 successful! 🙂 

Missed other editions? Check out past features:

• How 4 DTC Brands are Approaching Black Friday and Cyber Monday

• From Japan to SoCal: How a Matcha Cart is Brewing More Than Just Lattes

• This Shopify Agency Spills its Secrets

Let me know what you’re working on and if you want to meet up. I am always down for a chat. Follow Latino Owned on LinkedIn and Instagram.