How to use the year's biggest shopping days in your marketing plan even if you're not in retail

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Thanksgiving is when America loosens its belt for dinner - and its wallet for shopping. Your organization can take advantage of the season's biggest shopping days, even if you're not a retailer.

Last year, Thanksgiving Day brought in $3.7 billion in online sales, and Black Friday, $6.2 billion, while brick-and-mortar traffic fell. That indicates an opportunity to appeal to audiences with online and email campaigns. Since shoppers and bargain seekers start looking for the best deals weeks ahead of Black Friday and Cyber Monday, your push needs to start now.

For Non-Profits: You likely have tapped into Giving Tuesday, but don't miss out on Black Friday, Shop Local Saturday and Cyber Monday.

• Form partnerships with local businesses to promote your cause

• Form a partnership that offer direct support by a partner pledging a percentage of their profits from Black Friday or Shop Local Saturday.

Non-profits can also take advantage of the Cyber Monday through the promotion of the Amazon Smile program. This program allows those shopping Amazon Cyber Monday deals to donate a portion of their purchase.

For Associations: You might consider the holiday shopping days to be purely for retail or non-profits. But Black Friday and Cyber Monday are an amazing time for Associations to sell memberships, publications, and event tickets that could be used as gifts for colleagues.

For B2Bs: We don't typically think of B2B companies as benefitting from the biggest shopping days. B2B Companies can appeal to clients & prospects drawn to social good by promoting their favorite charities on Giving Tuesday.