USA: “Black Friday” is no longer so black – or limited to Friday

“Black Friday”, the annual sales holiday after Thanksgiving, is no longer the reason for Dantesque scenes and queues in front of stores and is not limited only to Friday – American entrepreneurs tell PAP. This is the result of shopping moving to the Internet and weaker customer interest.

Not so long ago, Friday morning after the Thursday Thanksgiving feast was traditionally a time when you could see long lines in front of stores and, when the doors opened, crowds of customers storming the shelves of discounted goods.

Although it is still the busiest day in stores of the year, today “Black Friday” is no longer so “black”. It’s not even strictly Friday, because the pre-Christmas period of shopping promotions is spread over several days or even several weeks – and most of it has moved to the Internet.

“We have seen a lot of changes in recent years. This traditional Friday morning rush has evolved into longer promotional periods, sometimes starting well before Thanksgiving and continuing after Cyber ​​Monday (initially an online sales day). Moreover, the trend towards online shopping has given consumers the opportunity to compare prices more easily and make better choices,” says Jeff Mains, entrepreneur and head of the consulting company Champion Leadership Group. He adds that companies have adapted to these changes, for example offering promotions available only online, which has further changed the “Black Friday experience”.

According to Michael Podolsky, founder of the consumer portal, his company’s research shows that Americans’ approach to shopping and promotions is changing.

“Data from this year show that customers no longer wait for sales. 21 percent respondents say that they shop when they need it, while a year earlier, only 3 percent declared that they were not waiting for Black Friday. Fewer consumers also declare that they will spend a lot of money,” Podolsky tells PAP.

The data shows that consumers are increasingly distrustful of the promotions offered. 30 percent respondents believe that sellers manipulate prices by presenting promotions as more attractive than they actually are; over 80 percent reads product reviews before purchasing. Despite this,

“Despite these changes, Black Friday remains the favorite shopping event for American consumers,” Podolsky says. As he adds, 12 percent participants in his survey said that they shop on Black Friday because it is a family tradition. However, high discounts, above 50%, may convince those who are more reluctant.

This is confirmed by an annual survey conducted by Deloitte, according to which 80 percent Americans plan holiday shopping between Friday and Monday and will spend an average of $567 on it – a 13% increase. more than a year ago. Deloitte also forecasts that spending throughout the holiday season will be higher this year for the first time than before the pandemic.

From Washington Oskar Górzyński (PAP)


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