How the right music can deliver big Black Friday sales

Black Friday is a big deal for trade — we all know that. Retail, hospitality, leisure — the possibilities are endless, no matter what your business may be. While it may not seem obvious, music plays a significant role when it comes to capitalizing on commerce's busiest holiday. But never fear, Soundtrack can help you set the scene and make your environment one where customers want to stay all day long.

Why music curates the customer experience

Music is more than just leisure and pleasure: it has the ability to bring people together. There's potential to capitalize on connection wherever people gather, be it at a café or restaurant, in a hotel or bar, at the gym or while shopping. But what makes someone choose to linger in the first place?

No matter if you are a large or small business, it's important to identify the what, why and how in the customer experience. Yes, the longer customers spend in your space, the more likely they are to make a purchase from what you offer. But, for that to happen, you need to tap into why they should want to.

This likely varies depending on the nature of your business. Café or restaurant owners may notice that customers visit for a first date, to catch up with friends and family or work remotely. They'll want an environment that feels safe, relaxing and helps them to focus.

Visitors to hotels or bars are likely there for work, or a well-earned break and often alone. In this case, you'd want a soundtrack to help them escape and let their hair down a little.

Retail shoppers and gym-goers need a bit more pep in their step. Weightlifters and treadmill runners want to feel galvanized for a good workout, whereas shoppers respond to upbeat, feel-good songs that keep them enthusiastic about browsing clothing rails.

By creating an aligned emotional experience for customers, business owners are more likely to benefit.

The music you choose is an extension of your brand

You know your customers better than anyone because they are a reflection of the brand and culture you create, be it with strategy or intuition.

First, ask yourself if your brand is attention-grabbing or demure? Groundbreaking or familiar? Does your target audience push the boundaries of fashion or human performance, or do they prioritize comfort and safety? The better you know your ideal customer, the easier it is to keep them happy.

Consider the experience you want this ideal customer to have. Which artists embody the spirit of your ethos? By identifying the emotion you want to create, the simpler it is to select artists and music to enhance the customer experience and make visitors stay longer.

High-octane rap captures the spirit of a growing sports brand, while energetic dance music keeps gym-goers motivated. A chart-topping artist or a track blowing up in Ibiza shows you have your finger on the cultural pulse, so identify similar artists and songs when formulating your Black Friday playlist.

If you're a bar, café or restaurant cultivating a comforting setting, consider low-tempo acoustic pop by artists who are household names. If guests require more room for conversation, perhaps lo-fi instrumentals and lounge music without lyrics work best.

Finally, consider if there are any artists you don't want your brand to be associated with. It may be image or it may be politics, but if they strike you as controversial in a way that leaves you feeling discomfort, err on the side of caution.

If you don't feel the most confident when it comes to setting a vibe, our Soundtrack Music Curation add-on offers bespoke custom playlists that work with your Black Friday campaign across all venues, all perfectly curated to your tastes.

Or, if you have music fans amongst your staff, you can hand over the reins to your airwaves and let them put their skills to the test!

Music for business is as simple as you make it

It may not be obvious but, as a business, playing music within your premises comes with legal responsibility. Each country has one or more performing rights organizations who ensure performers, songwriters and record labels receive fair compensation from their music being broadcast in a public setting. For example, the United States has ASCAP, BMI and SESAC, while the United Kingdom has PRS for Music and PPL.

It can feel like a headache, but don't let this deter you from playing music completely! With Soundtrack, you can feel confident that the music you play is licensed, vetted, approved and cleared, meaning it's far easier to meet legal obligations for royalty compensation.

The Soundtrack App has the same functionality as your go-to personal music streaming services. Making last-minute changes to your playlists or compiling new ones are both quick and easy. Manage all music through a centralized dashboard with selected access for additional users, so colleagues can tweak upcoming tracks to match the mood.

Also available offline, the Soundtrack Player makes playback reliable, no matter the pressure on your Wi-Fi. With over 125 million songs and over 2,500 playlists licensed for business use, Soundtrack users never run out of music.

Strategy is as important as the soundtrack you create

To ensure things go smoothly on Black Friday, it's important to get organized in advance. Whether you're opening your doors early for Black Friday sales or offering weary shoppers respite from the crowds, set the scene for energy or tranquility by scheduling playlists throughout the day to capitalize on buyers' enthusiasm or lunchtime respite. Once in the calendar, use the drag feature to alter the duration of the playlist schedule.

Talking of scheduling, the Soundtrack Messaging feature can pre-plan AI-generated audio messages to share priority communications with your customers, meaning advertising is taken care of throughout the day while blending seamlessly with your music schedule. And while your primary aim is to increase customer sales, be sure to make the most of the occasion by considering how timed in-store announcements can boost your secondary offering. 

This could be a membership, increasing sign-ups to your mailing list, gathering interest in an upcoming event, community activity, or a new class, or perhaps a new food flavor that you would like to get customers tasting. Whatever it is, increased footfall on Black Friday is a prime opportunity for that extra marketing push – so don't miss it!