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A Share-Worthy Black Friday Strategy

Posted on 10.31.2013

The holidays are stressful for everyone, and (a Zappos company) is reducing some of the anxiety for its shoppers (and likely increasing sales and engagement for itself) by introducing sales and social contests weeks before Black Friday.

Starting Friday, Nov. 1, will host four consecutive “boot camps” to help shoppers warm up for the biggest shopping day of the year. Each week, a new product category will be on sale and special offers will be available through social media:

Friday, Nov. 1: The best boots of the season at $59.99 or less. Enter's Black Friday-themed Instagram contest for a chance to win a $250 gift card.

Friday, Nov. 8: Pick up faux-fur and shearling boots for $64.99 or less. Join @shop6pm on Nov. 8 at 4 p.m. PST for a Twitter chat with senior style advisor Jay Alexander and holiday scavenger hunt.

Friday, Nov. 15: Grab the season's hottest outerwear for the whole family – select styles for $69.99 or less. Visit's Facebook page Nov. 15 to play a style-themed game for the chance to unlock prizes including access to the Brandaholics loyalty program and gift cards up to $100.

Friday, Nov. 22 : Add a little sparkle with head-to-toe, holiday party looks! Spread the holiday cheer – Facebook fans will earn a special coupon when 15,000 new fans like the page.

Other online retailers may want to let these campaigns serve as inspiration for combining their holiday sales with their social media initiatives.

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