BLACK FRIDAY 2021: FRIDAY 26TH NOVEMBER
CYBER MONDAY 2021: MONDAY 29TH NOVEMBER
STRONG PERFORMER: ROEFIELD LEISURE
Offering a huge 50% discount on all annual memberships Roefield, based in Lancashire, generated 106 new sales for the period 25th-28th Nov. In previous years Roefield would average 25 sales in the whole month of November. This gives the centre a huge cash boost going into the quietest month of the year for the industry.
To summarise the performance of leisure centres across the UK over recent years it would be mixed. Prior to 2020 those sites that had a strong offer and allowed customers to pre-register in the lead up to the promotion performed strongest, whereas those with an offer that wasn’t necessarily unique to Black Friday struggled to boost sales beyond last year’s figures. However, in all cases sales for the Black Friday period were up for a similar period in any other month of the year. Some sites who had used flash sales or 24hr offers throughout the year struggled to make their intended impact compared to sites that had stayed away from short term deals (however regular flash sales throughout the year gave better overall sales than just doing the one in November!)
Here are some of the lessons learned from previous year’s campaign which are invaluable tips for most promotions throughout the year.
BREAKTHROUGH OFFERS TO GET NOTICED
- 3 months free – 12 for 9 on annuals
- Free junior membership with every new adult membership
- 2-4-1 on all PT packages (min. spend)
- £50 Amazon voucher with every new membership
- Refer a friend and get a free month – refer 3 friends and get a YEAR FREE!