Black Friday... A Retailer’s Dream?11 November 2016
“Consumerism has a religious day called Black Friday”
– Jarod Kintz
Black Friday crossed the Atlantic from the US to the UK in 2005, and over the last 11 years, it has evolved into the one of the busiest shopping days of the year.
But it hasn’t been all good news for retailers. Recent years have seen shocking images of in-store brawls, brands panicking over the effect on full price pre-Christmas sales, retailers being caught out by stock issues, crowd control problems and overwhelming surges in website traffic.
Despite the issues, there is no doubting that the retail power of Black Friday is gathering momentum here in the UK:
- Black Friday 2015 was retail giant John Lewis’s biggest-ever single day’s trading performance, with sales up 11.9% year-on-year
- John Lewis also enjoyed a 300% increase in online sales during the early hours of Black Friday
- According to IBM, Black Friday online sales increased 50% year-on-year from 2014
So how can brands leverage the Black Friday phenomenon, cut through the craziness and stand out from the crowd during this key pre-Christmas retail boom?
Broadly, there are three aspects you need to consider when embarking on your Black Friday marketing strategy: