Facebook Isn't Dead, Thrifters Live There!
Consistency over time wins
There are all kinds of complex theories about social media. Many have complicated formulas and processes. They look tough enough you have to hire the writer to do it for you. (hmmm, maybe that’s their real goal, Just say’n)
Anyway, Facebook and Instagram are alive and well with hundreds of millions of users. You only need the tiniest sliver of that big number.
No burying the lead here:
The recipe is simple: consistency + time = sales
This doesn’t require professional or slick, you just need to post on a regular schedule about what your store is about.
Rule number one: Whatever happens, always post on the best sales day each week.
It’s easier to make a good day great than a bad day good.
Rule number two: Pictures or videos are super powerful. Facebook is a visual medium, don’t be shy.
A picture says a thousand words.
To me, the sweet spot is posting 3 times a week with a different thrift store-focused theme in each. Pick those other two days and stick with them. Avoid doing 2 days in a row. Maybe, Saturday, Monday, Wednesday, or Thursday (assuming Saturday is the top day). If you can only to two consistantly, do that.
It’s best to post at a consistent time, preferably around store opening.
As to the specific content of each post, the rotation below is a good starting point. What’s best for your specific business may vary. Mix and match as works for you.
Saturday
Over X,xxx fresh items were put out last week. If you have a high-volume store, you might even say X,xxx fresh items put out yesterday! Feature a few items or a category. Some part of the store you feel good about for the week.
If you have a color rotation and a newly discounted color starts on this day, it’s a good idea to celebrate that on a rotation from time to time. Whenever a color discount starts mention it from time to time.
Monday
Rotate from week to week
About us, show a picture of the outside of the building as well as some current overall inside shots. Note address store hours, some basic info on where you are located.
We have a loyalty program! A great place for your post designer to put their creativity to work. Describe it…
Donate - Talk about the value of recycling. “85 percent of textiles are sent to landfills, help shrink this number.”
Wednesday or Thursday
Also, rotate from week to week
If you sell online, talk about that with links.
For customers: Post a picture on Facebook of you wearing something you bought at our store, tag us and receive a discount next time you visit. (You pick the discount)
Feature a category or sub-category that has a good amount of quality inventory. Overall pictures and maybe an item or two.
Other promotions to consider:
Seasonal flips
When expanding space for a season like spring/summer, do a post specifically on that with lots of pictures. This is particularly effective with Harvest and Christmas. It’s also effective when you expand sweaters and winter coats or bring out summerwear.
Facebook Live can be powerful. You need someone that is enthusiastic and willing to be “on camera”. These are best to announce a seasonal flip, or something fun or interesting going on in your store. I suggest once a quarter or so if you have that person. It’s taking your videos to another level.
See what works for you and evolve over time as you understand what connects with your shoppers and what doesn’t. If, for example, you don’t feel posting about eBay or Poshmark is a good idea on a particular week it is easy to substitute a post about a few fabulous finds, something seasonal, or a category that is particularly well-stocked. Since second-hand stores are different every day there is always something to post about. It doesn’t have to be huge, just consistent.
It’s a good practice to keep a log of what categories or products were featured when so you don’t do the same thing too often. In most thrift stores Women’s wear is the top category. Worth posting by subcategory.
Other things to post:
When some amazing batch of items or an amazing item comes in, post it up and celebrate it.
If you have prom dresses saved up, feature them at the right time.
Purchased goods, like jewelry and sunglasses, purchased seasonal goods can be a nice twist.
When you feature specific items it can help to have a “first come first served” disclaimer.
Lots of ways to connect with me:
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I also write on a variety of topics on Medium.
Check out my Online Sellers book on Amazon.
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