Express approaches Black Friday with social media strategy

With Black Friday approaching rapidly, retailers are pulling out all the stops in order to bring in more business. Jumping on the social media side of the things, specialty apparel retailer Express just recently announced a partnership with Snapchat exclusively only on Friday, November 25.

Because of its impact on shoppers, Black Friday is a crucial day for all retailers. Using the day to their advantage, Express has decided to roll out a series of holiday-themed and Black Friday filters for Snapchat that will be available throughout the day. The filters will vary in messages including “But First Coffee,” “It Runs in the Fam,” “Leftovers are Lit,” and more trendy sayings. The festive filters will be available nationally and are meant to engage customers to use Snapchat throughout their Black Friday experience.

For Express, pairing with Snapchat is quite a strategic move. Snapchat has over 150 million active daily users currently with various filters. The filters actually allow customers to create content using the creative filters every day. By sponsoring Snapchat filters that highlight the Express brand name, the business move could prove to benefit the retailer on Black Friday.

Express partners with Snapchat for Black Friday filters

“Our #ExpressLife holiday campaign is all about celebrating with the people they love,” Jim Hilt, chief marketing officer of Express, said in a statement. The snapchat filters used with the Express name can be shared with all of that user’s viewers, which increases more attention towards Express. “Our national Snapchat filters allow our customers to get in the holiday spirit, while creating and sharing memories through the Express lens,” said Hilt.

As social media and digital influencers keep continue to have an impact on retail and fashion, it’s naturals that companies will respond. Currently, as Express targets customers within the age range of 20-30, using Snapchat as part of their marketing strategy isn’t a bad move. As the day approaches, it remains to be seen what impact the filters will have on the company’s sales until after. With currently over 650 retail and outlet stores, it seems probable that the specialty Express Snapchat filters will inevitably have a positive effect on its sales.

Photos: Express, Inc.