By: Erika Stevens

Retailers and consumers are gearing up for the biggest shopping day of the year, Black Friday.  Most shoppers already have their plan of attack in place and know where they will be going early on Friday morning to get the best deals.  It is not uncommon to see lines of people outside stores in the middle of the night or circling a parking lot endlessly searching for a spot. 

Remember the customers in your loyalty program as you prepare for Black Friday. Many retailers are getting a head start by offering sale previews on Wednesday.  This morning I received email offers from Express, Borders and Vanity to take advantage of sales on Wednesday.  The email offer from Borders was exclusively for their Borders Rewards Members.  Offering an extra deal to your loyalty program members is a perfect way to thank them for their loyalty.

While it is important to reward your loyalty program members, Black Friday is also a perfect time to increase new enrollments in your loyalty program.  While you are attracting shoppers to your business with your Black Friday deals, you can also be turning them into members of your loyalty program.  Make sure your employees all understand how your loyalty program works and know how to enroll new members.  Signage and brochures around the store about your loyalty program will peak customer interest.  It may be a good time to offer an extra incentive for enrolling this weekend by offering 500 bonus points or a free sample of a product.