Our tour of the history of Black Friday shows how it has moved from humble beginnings to a multi-day, digital retail extravaganza in many countries around the world.
Black Friday looks set to grow thanks to the expansion of online retail. But with maturity come challenges. For example:
- Growing competition from other retail events
- Relevance in a channel-agnostic marketplace
- Constraints on fulfilment
We also consider how the event will fare amid recent environmental backlash against Black Friday and attitudes towards conspicuous consumption today.
Top tactics for retailers this year include: to go fast and go early, drive sales online, promote click-and-collect and optimise shopping on mobile devices.
Read our paper on Black Friday 2020 for more on how retailers can steer safe passage through these dark, dysphoric and dramatic days.
KEYS: STANDING OUT FROM THE CROWD, Making Your Mark in the Moments That Matter [Webinar recording]
This session sees us explore how we can cut through the noise and ensure the product, service or experience we are offering stands out at those moments that really matter. Our experts will be sharing our latest analysis of how consumers react in different contexts - and reflecting on the implications.