How Retailers Differ in Their Approach to Black Friday - K3

For consumers wanting to do some serious shopping, many look no further than Black Friday. An annual shopping tradition where both online and high street retailers heavily drop their prices, in anticipation of bargain hungry shoppers flocking to the streets and online to grab the best discounts. Ahead of the Christmas period, the impact of this is highly significant for retailers with arguably the biggest shopping day of the year increasing their sales.

This year, Global Data predicts that Black Friday will bring in £10.4bn in sales, up 3.1% on 2017 in the UK. Well known electronic giant Argos recorded 78.5 million visits to their website last year in the Black Friday period.

With Black Friday tomorrow, retailers are using different approaches to prepare for the shopping madness. Many Black Friday deals have been available for over a week and we are seeing an increase in social media and ad campaigns and email marketing promoting the latest offers.

So although Black Friday isn’t officially until tomorrow, some retailers have approached the discounting period by releasing early deals. Online retailers such as Missguided, Pretty Little Thing and Boohoo have already started their Black Friday sales early, offering consumers up to 35% discount. ASOS are offering shoppers an early discount of up to 60% discount. Along with this, fashion retailer LittleWoods have been getting consumers excited by launching daily deals from the 19th November right through to Cyber Monday.

In 2017, fashion retailer River Island attributed 82% of sales to a campaign that was driven by real-time sales data. This campaign enabled them to use a live dashboard to optimize their keyword strategy during the discounting period.

Many retailers have been using social media and websites to interact with customers for one of the biggest discounts of the year. Fashion retailer Boohoo has been preparing for the period by dedicating a section on their website to Black Friday savings. This includes early collection releases and top tips on how to get the best deals.

There is also an increase in Pay Per Click advertising as retailers are willing to increase the amount they pay as they know shoppers are more likely to spend money on Black Friday than on any other day of the year. Last year Amazon captured 11.9% of text advertisement clicks and 3.2% of product listing advertisement clicks on the keyword Black Friday.

Well-known athleisure retailer Gymshark has been using social media platforms such as Twitter for the discounting periods. The hashtag #GymsharkBlackOut is being used to announce their 70% sale. Pretty Little Thing have also been using Twitter, Instagram and email marketing to promote their Black Friday deals.

Beauty Brand Beauty Bay are using Black Friday as an incentive for shoppers to sign up to their newsletter, with the benefit that they will then automatically get notified once Beauty Bay’s Black Friday deals are live.

What are your plans this Black Friday?