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感恩节、黑五网一双重狂欢！独立站卖家做好爆单的准备了吗？
Thanksgiving & Black Friday Double Shopping Frenzy! Are Independent Sellers Ready for the Sales Boom?
美国的圣诞节大采购往往是从感恩节后开始的，在这一天也就是黑色星期五，美国商场会推出大量的打折和优惠活动。而随着黑色星期五的知名度逐渐提高，其也开始逐渐成为单纯的狂欢购物节，热销品类也不再只限于圣诞产品。
In the U.S., the Christmas shopping season typically begins after Thanksgiving. On Black Friday, American retailers offer massive discounts and promotions. As Black Friday's popularity grows, it has evolved into a pure shopping festival, with hot-selling categories no longer limited to Christmas products.
不过在此之前的感恩节，也是跨境卖家不可忽视的。通常来说，11月的中上旬，海外消费者就会开始感恩节大采购，这时候就是跨境电商独立站卖家促销的好时机。那么跨境卖家需要做好哪些准备呢？
However, Thanksgiving before this period is also crucial for cross-border sellers. Generally, overseas consumers start their Thanksgiving shopping in early to mid-November, making it the perfect time for cross-border e-commerce independent stores to launch promotions. So what preparations should cross-border sellers make?
热门品类 / Hot Categories
感恩节装饰品：节日壁画、蜡烛、桌布、枫叶等等在感恩节来临前，销量会有一个大幅度的提升。装饰品的节日性是非常强的，基本上感恩节后，就不会有人购买了。因此卖家最好避免在节后，仍然有库存产品，尤其是在海外仓中。
Thanksgiving Decorations: Items like holiday murals, candles, tablecloths, and maple leaves see a significant sales increase before Thanksgiving. These decorations are highly seasonal, and demand drops sharply after the holiday. Sellers should avoid leftover inventory, especially in overseas warehouses.
餐具、厨房用品：火鸡是感恩节这一天绝对的主角，几乎每一个美国家庭，都会在这一天吃火鸡。其中也有不少消费者会选择在这个时间更换餐具以及厨房用品，卖家可以关注一下相关品类的热度变化，再考虑要不要入场。
Tableware & Kitchen Supplies: Turkey is the star of Thanksgiving, with nearly every American family enjoying it on this day. Many consumers also choose to replace tableware and kitchen supplies during this period. Sellers should monitor category trends before deciding to enter the market.
火鸡相关产品：对于已经选择好品类的卖家来说，轻易更改品类，并非是一个明智的选择。但这并不代表着卖家就无法蹭上感恩节的热度，比如说服装类的卖家，可以推出感恩节限定款，将火鸡作为服装的主要图案。
Turkey-Related Products: For sellers who have already chosen their product categories, switching isn't always wise. However, they can still capitalize on Thanksgiving trends—for example, apparel sellers can launch limited-edition Thanksgiving designs featuring turkeys.
店铺装修 / Store Decoration
店铺装修是营造店铺氛围感的关键所在，感恩节店铺装修整体要以暖色调为主。卖家可以考虑将橙色、红色作为主色调，除了符合节日气氛以外，暖色调其实也更容易激发消费者的购买欲望。
Store decoration is key to creating a festive atmosphere. For Thanksgiving, sellers should use warm tones like orange and red, which not only match the holiday vibe but also stimulate consumers' purchasing desire.
在独立站装修中，卖家也可以加入蜡烛、火鸡、爱心、礼物等元素，会更加具有节日氛围感。
For independent store decoration, adding elements like candles, turkeys, hearts, and gifts can enhance the holiday spirit.
温馨小贴士：跨境卖家在感恩节热销期间，最好也要准备好黑五的店铺装修，感恩节一过，就可以及时替换。
Pro Tip: Cross-border sellers should also prepare Black Friday store decorations during the Thanksgiving sales peak, allowing for a quick transition after Thanksgiving ends.
社交媒体预热 / Social Media Pre-Promotion
十一月上旬，卖家就需要制定好营销计划，确定好付费广告何时开始投入、营销内容主题等。此外广告落地页、社交媒体宣传海报等也要在这个时候准备好，其中也包括黑色星期五的相关物料。
In early November, sellers should finalize their marketing plans, including paid ad schedules and content themes. Landing pages, social media posters, and Black Friday promotional materials should also be prepared at this stage.
基本上等到十一月中旬，大多数跨境卖家就会开始社交媒体预热，发布与感恩节相关的帖文、话题、活动等等。与粉丝保持联络，告知粉丝，你的网站正在售卖什么产品。
By mid-November, most cross-border sellers begin social media pre-promotion, posting Thanksgiving-related content, topics, and events. Engaging with followers and informing them about your product offerings is crucial.
在付费广告方面，卖家要分配好感恩节与黑色星期五的预算，如果卖家的品类与感恩节相关度较高，就可以以感恩节为主。如果卖家的品类确实与感恩节关系不大，那么卖家也可以考虑全力准备黑色星期五。
For paid ads, sellers should allocate budgets between Thanksgiving and Black Friday. If a seller's products align closely with Thanksgiving, focus more on it. Otherwise, prioritizing Black Friday may be a better strategy.
虽然去年的黑色星期五，欧美地区的销量并没有明显的提升，但感恩节的增长却非常的可观，数据显示，2021年感恩节销售额增长了21.4%。因此建议卖家，尽量兼顾好两个狂欢购物节。
While Black Friday sales in Europe and the U.S. didn't show significant growth last year, Thanksgiving sales surged remarkably, with a 21.4% increase in 2021. Therefore, sellers are advised to balance promotions for both shopping festivals.