Ethical Black Friday Best Practices
Black Friday has become a major shopping event in the United States, drawing customers with special deals and discounts across a wide range of industries. For equine businesses—including horse sellers—this event comes with unique challenges. Ethical considerations are essential, especially when marketing live animals such as horses. This article provides best practices to help balance these ethical concerns with the opportunity for increased sales, ensuring that your promotions reflect the values of your business and prioritize the well-being of the animals.
Prioritise Responsible Marketing When Advertising Horses
Avoid “Sales” Terminology for Horses: While Black Friday often implies significant discounts, promoting animals at reduced prices can give the impression that horses are commodities. Instead of labeling any equine promotions as “discounted,” consider emphasizing the quality, care, and expertise your business brings to the selection and rehoming process.
Focus on the Horse’s Welfare and Ideal Match: If you choose to feature a horse, highlight the importance of finding a suitable, knowledgeable owner who can provide long-term care. Showcase horses based on their characteristics and needs that potential buyers can align with, rather than a time-limited “sale.”
Host “Meet and Greet” or Consultation Events: Encourage potential buyers to meet available horses in a safe, controlled environment where they can ask questions and understand the commitment involved. This approach can help foster genuine interest in horses and ensure buyers are well-informed.
Emphasise Discounts on Tack and Accessories
Focus on Added Value Instead of Price Cuts: Rather than offering steep discounts, consider adding extra value to purchases. For example, you could include a complimentary grooming kit with the purchase of a saddle or offer a free initial service for horse trailers. This strategy attracts customers while maintaining the high standards associated with equine care.
Offer Financing or Payment Plans: For higher-value items, providing flexible financing options can make purchases more manageable without relying on heavy discounts. Emphasize affordable monthly payments or low-interest financing to appeal to potential buyers in a responsible way.
How HorseClicks Can boost Your Sales Responsibly This Black Friday
With HorseClicks’ PRO Business ad listings, your brand can reach hundreds of thousands of targeted customers across the entire site. This Black Friday, consider sharing your business’s story with email marketing that reaches over 16,000 engaged subscribers. Connect with a broad, interested audience ready to learn about your offerings and boost your sales in one of the most effective platforms for equine businesses.
Contact us below to schedule a consultation with a HorseClicks team member and start planning your advertising strategy.