This year, Black Friday will be week-long affair.

According to the National Retail Federation (NRF), the holiday shopping season accounts for 20 to 40 percent of the average company’s yearly sales total. As a result, businesses are getting ready to broadcast huge Black Friday sales and general holiday promotions.

However, Black Friday has evolved over the years, and it’s now no longer one day of doorbuster sales events. Now, it’s a three to five day affair that is more like running a marathon than winning a sprint. This is allowing companies to change their marketing techniques to attract even more customers.

  • Mobile shopping: It’s crucial that your store have a mobile site that is easy to use, because more people than ever are going to be making transactions over their cell phones this year. Offer special deals for those shopping online.
  • Personal offers: Businesses are no longer only blasting nation-wide commercials in hopes of gaining sales. Now it’s all about personally reaching out to consumers and promising them the products or services they need. The digital marketing field is great for this kind of individual outreach and is changing the way companies advertise.
  • Staggered sales: Companies don’t just have one big sale day anymore, so now it’s necessary to stagger special offers throughout the season, taking advantage of both brick-and-mortar and e-commerce avenues.

Make sure your point of sale computer systems are ready to handle the large number of transactions that will come through over the next week. The software should include inventory tracking capabilities and be easy and efficient for even seasonal employees to operate. Your customers will get frustrated standing in slow-moving lines, and having an up-to-date POS system can speed things along.