DEC. 6 I RETAIL I PROMOTIONS
Mantova's All-nighter

To celebrate Black Friday, Mantova's Two Street Music opened its doors at 10 p.m. on Thanksgiving and stayed open all night. The Eureka, Calif., retailer offered special discounts and ran a two-week radio campaign to promote the event.

"We have never offered a series of across-the-board sales, and I think the freshness of an unheard-of Mantova's sale added to the excitement," said Anthony Mantova, company owner.

The period from 10 p.m. to midnight drew 95 percent of the sales, according to Mantova. He added that midnight to 8 a.m. was dead, but 8 a.m.–7 p.m. the following day, Black Friday, yielded "more than twice what we made during the same time last year." Mantova also noted that offering 75-percent off a selection of books and sheet music "drew the most attention."

More Black Ink
Several other U.S. music retailers hosted notable Black Friday and Cyber Monday promotions. Highlights:

Full Compass of Madison, Wis., promoted several Black Friday and Cyber Monday deals, including free FXpansion BFD-ECO virtual acoustic drum software with any DAW or virtual instrument software purchase.

Grand Central Music of San Luis Obispo, Calif., opened its new store on Black Friday. All items were 10-percent off, and to promote Lanikai ukuleles, the dealer offered 15-percent off all ukes and uke accessories.

Mom's Music of Louisville, Ky., opened at 9 a.m. on Black Friday and offered special deals, including 15-percent off Takamine products, 50-percent off used guitar amps, 20-percent off guitar accessories and 25-percent off cables.

Online print music retailer Prima Music of Brooks, Ga., offered free shipping and up to 30-percent off everything during its after-Thanksgiving sale.

Rick's Music World of Raynham, Mass., held its annual VIP student holiday sale and party from 7–9 p.m. on Black Friday. The private event offered "rock-bottom" pricing, entertainment and prizes.

Minneapolis-based Schmitt Music promoted exclusive Black Friday deals and held a jazz play-along at its Brooklyn Center, Minn., location. On Cyber Monday, the company offered 15-percent off all in-stock guitar products on schmittmusic.com.