15 Black Friday Best Practices for Tours and Attractions That Actually Drive Results

With a growing trend towards experience-based gifts, your attraction can benefit from this consumer trend on this shift in consumer behavior. In fact, according to a 2023 Deloitte holiday retail survey, there's been a 10% increase in holiday spending on experiences, rising from $576 to $632.

To help you make the most of this crucial period, we've made a list of 15 Black Friday best practices to help you increase sales and lay the groundwork for long-term customer relationships through memberships and repeat visits.

15 Black Friday best practices for tours and attractions

1. Start planning and marketing early
2. Create urgency with limited-time offers
3. Offer exclusive experiences for Black Friday
4. Leverage memberships and season passes
5. Implement flexible payment options
6. Optimize your website and mobile app
7. Use email marketing effectively
8. Engage on social media
9. Partner with local businesses
10. Provide excellent customer service
11. Offer gift cards and vouchers
12. Create themed packages
13. Implement a loyalty program
14. Use retargeting ads
15. Offer skip-the-line passes

Let's dive into each of these practices to see how you can implement them for a successful Black Friday campaign.

1. Start planning and marketing early

Don't wait until the last minute to start your Black Friday preparations. According to the Deloitte survey, 48% of high spenders start their holiday shopping before the end of October. By planning and marketing early, you can capture these early bird shoppers and build anticipation for your offers.

• Begin teasing your Black Friday deals at least a month in advance to drop hints about upcoming specials.
• Use countdown timers on your website and social media to create excitement and keep your offers top-of-mind.
• Send out "save the date" emails to your subscriber list, which gives them time to plan their budgets accordingly.
• Consider offering early access to loyal customers or email subscribers to make them feel valued and encourage early purchases.
• Develop a content calendar that gradually reveals more details about your offers as Black Friday approaches.

2. Create urgency with limited-time offers

We all know that the fear of missing out (FOMO) is a powerful motivator. Create a sense of urgency by offering limited-time deals that encourage immediate action.

This strategy can be particularly effective during Black Friday when consumers are already in a buying mindset.

• Use language like "24-hour flash sale" or "while supplies last". This communicates scarcity and encourages quick decision-making.
• Highlight the exclusivity of your offers. For example, "Only 100 VIP packages available" can drive faster conversions.
• Consider using a countdown timer on your website for specific deals. This visual reminder can increase the perceived value of the offer and motivate purchases.
• Implement "early bird" specials that offer the best deals to those who act first.
• Create "doorbusters" or limited-quantity deals that are only available for a short period. This can generate excitement and encourage people to check your offers frequently.

3. Offer exclusive experiences for Black Friday

Stand out from the competition by offering unique, Black Friday-only experiences. According to the LaneTerralever research, 67% of Millennials are willing to pay more for unique experiences, compared to 36% of Boomers and 49% of Gen X.

• Create special behind-the-scenes tours that can only be purchased during the Black Friday period. This could be a good way to test for product-market fit.
• Offer after-hours access to your attraction. The exclusivity of experiencing your venue without the usual crowds can be very appealing.
• Develop limited-edition merchandise only available during Black Friday. This could be themed around your attraction or the holiday season.

4. Leverage memberships and season passes

Use Black Friday as an opportunity to promote your membership and season pass options. The LaneTerralever study found that 35% of local attraction visitors and 37% of destination attraction visitors have a membership, seasonal, or annual pass to an attraction. This indicates a significant opportunity to grow your base of regular visitors.

• Offer significant discounts on annual memberships or season passes. This can encourage one-time visitors to commit to multiple visits throughout the year.
• Create special Black Friday-only perks for new members. This could include exclusive events, merchandise, or early access to new attractions.
• Bundle memberships with exclusive experiences or merchandise. For example, offer a discounted "Black Friday Bundle" that includes an annual pass plus special perks.
• Highlight the long-term savings of memberships compared to individual ticket purchases. Use clear, compelling graphics to illustrate the value.
• Consider offering a "gift of membership" option, allowing people to purchase memberships as holiday gifts for friends and family.

5. Implement flexible payment options

Make it easier for customers to say yes by providing flexible payment options. The LaneTerralever research indicates that 72% of visitors cited cost as the biggest barrier to visiting attractions more often.

• Offer installment plans for larger purchases like annual passes. This can make higher-priced items more accessible to a broader audience.
• Consider implementing "Buy Now, Pay Later" options. Services like Affirm and PayPal's Pay Later can be integrated into your checkout process.
• Provide bundle discounts for purchasing multiple experiences or tickets at once. This can encourage larger transactions while providing value to the customer.

6. Optimize your website and mobile app

We've heard about the importance of website optimization, but did you know? According to LaneTerralever, 50% of destination visitors said they won't attend a particular attraction if it's too hard to navigate the website. Don't lose potential customers because of a clunky website.

• Conduct thorough testing of your website and app before Black Friday. You'll want to ensure your platforms can handle high traffic volumes.
• Ensure your site is mobile-responsive. In 2023, according to Adobe Analytics, mobile sales account for 51% of holiday season sales, and it’s expected to rise to 53% this year.
• Simplify the checkout process to reduce cart abandonment. Minimize the number of steps required to complete a purchase.
• Ensure that your Black Friday deals are prominently displayed and easy to access from your homepage.

7. Use email marketing effectively

Email remains a powerful tool for reaching customers during the holiday season. Segment your email list to provide personalized offers and information.

• Send a series of emails leading up to Black Friday. Start with teasers and gradually reveal more details about your offers.
• Use eye-catching subject lines to increase open rates. Consider using emojis or mentioning specific deals to grab attention.
• Include clear calls-to-action (CTAs) in your emails. Make it easy for recipients to navigate directly to your Black Friday deals.
• Include a countdown timer in your emails to create a sense of urgency.

8. Engage on social media

Leverage social media platforms to build excitement and share your Black Friday offers. The LaneTerralever research shows that social media posts from friends and family are a top catalyst for visiting attractions, especially among younger generations.

• Create a sense of exclusivity by offering "social media only" deals that aren't available elsewhere.
• Partner with influencers in your niche to promote your Black Friday offers. This can help reach new audiences and add credibility to your promotions.
• Use paid social media advertising to target specific demographics or interests that align with your attraction.
• Use platform-specific features like Instagram Stories or Facebook Live to showcase your offers.
• Respond promptly to comments and messages on your social media channels, especially during the Black Friday period.

9. Partner with local businesses

Collaborate with other local businesses to create attractive package deals and cross-promote each other's Black Friday offers.

• Partner with nearby hotels for "stay and play" packages. This can be particularly effective for destination attractions.
• Team up with restaurants to offer dining discounts with attraction tickets to create a more comprehensive experience for visitors.
• Cross-promote on each other's social media channels and email lists. This expands your reach to new potential customers.

10. Provide excellent customer service

Ensure your staff is well-prepared to handle increased inquiries and provide top-notch service during the Black Friday rush. The LaneTerralever study found that staff rudeness significantly impacts loyalty for both local (60%) and destination (51%) attraction visitors.

• Provide additional training for staff on Black Friday offers and policies. Make sure everyone is well-informed and can answer customer questions confidently.
• Increase customer service staff during peak hours to ensure that all customer inquiries are handled promptly.
• Set up a dedicated Black Friday helpline or chat support. This can help manage the increased volume of inquiries efficiently.
• Create a comprehensive FAQ page on your website specifically for Black Friday questions. This can help reduce the burden on your customer service team.
• Implement a system to follow up with customers after their Black Friday purchase or visit. This shows that you value their business beyond the initial sale.

11. Offer gift cards and vouchers

Make it easy for customers to give the gift of experience. According to the Deloitte survey, consumers plan to spend an average of $300 on gift cards in 2023, up from $217 in 2022.

• Promote gift cards as the perfect last-minute gift. Emphasize the flexibility and ease of gifting an experience.
• Offer bonus value on gift card purchases (e.g., buy a $100 gift card, get $20 extra) to incentivize larger gift card purchases.
• Create attractively designed digital and physical gift cards. The presentation can make the gift feel more special and thoughtful.
• Offer themed gift cards for different experiences at your attraction. This allows for more personalized gifting, whether it's for a birthday or a holiday gift.

12. Create themed packages

Bundle your offerings into attractive themed packages to increase perceived value and encourage larger purchases. This can be effective for consumers looking for deals and unique gift ideas.

• Create family packages with activities for all ages. Consider a mix of attractions, dining options, and special experiences tailored for families.
• Develop couples' packages for romantic getaways, including special tours, dining experiences, and exclusive access to certain areas of your attraction.
• Offer "VIP" packages that include multiple premium experiences. These high-end packages can appeal to affluent visitors who, according to the LaneTerralever study, are 2.4 times more interested in traveling exhibits and 2.5 times more interested in interactive exhibits than other visitors.

13. Implement a loyalty program

Use Black Friday to launch or promote a loyalty program that encourages repeat visits and long-term engagement.

• Provide exclusive Black Friday previews or early access for loyalty program members. This creates a sense of exclusivity and rewards your most loyal customers.
• Use the loyalty program to gather data and personalize future offers. This can help you tailor your marketing efforts and improve customer experiences year-round.
• Offer a sign-up bonus for new loyalty program members during the Black Friday period. This could be bonus points, a free experience, or exclusive merchandise.

14. Use retargeting ads

Implement retargeting ads to re-engage potential customers who have shown interest but haven't made a purchase.

• Set up retargeting pixels on your website to track visitor behavior and serve targeted ads to those who have shown interest in your attraction.
• Create ads that showcase your best Black Friday deals and highlight the limited-time nature of these offers to create urgency.
• Use dynamic ads that display specific products or experiences the user viewed on your site. This personalized approach can be more effective than generic ads.
• Use different messaging for different segments of your audience. For example, create separate ad sets for those who abandoned their cart versus those who just browsed.
• Don't forget to retarget past visitors and customers. They may be more likely to convert, especially if you offer them exclusive "welcome back" deals.

15. Offer skip-the-line passes

Capitalize on visitors' desire for convenience by offering skip-the-line passes. The LaneTerralever research found that 72% of visitors are willing to pay more for shorter wait times.

• Bundle skip-the-line passes with other experiences or merchandise. This can increase the perceived value and encourage larger purchases.
• Promote these passes as a way to maximize time and enjoyment at your attraction. Emphasize the additional experiences visitors can enjoy with the time saved.
• Consider offering skip-the-line passes as an add-on during the booking process. This can increase average order value.
• Use data from your busiest periods to highlight the time savings these passes can provide. For example, "Save up to 2 hours on peak days with our VIP Pass option!"

By implementing these 15 best practices, you'll be well-positioned to make the most of the Black Friday shopping season and drive significant results for your tours and attractions business. Remember, the key to success lies in thorough planning, clear communication, and providing value to your customers.

Ready to take your Black Friday strategy to the next level?

Speak with one of our experts at RocketRez who can help ensure you're set up for success, just like we do for all our customers. Don't miss out on this opportunity to boost your sales and attract new visitors – contact us today!