Is Black Friday one day only?
Black Friday is no longer taking place over just one day, preparations for the retail industry starts almost as soon as the last one is over.
Black Friday in July
July is the month of sales for the US market having their summer sales such as Amazon Prime Day and the Fourth of July. However, they have added another sales day in July – Black Friday in July. “Black Friday in July” is a relatively new trend and refers to the cluster of sales happening around Amazon Prime Day. According to Blackfriday.com the Fourth of July and Black Friday in July shoppers made up a combined 50% of July shoppers while Amazon Prime Day made up the other 50%.
Blackfriday.com conducted a Google survey to predict where consumers are planning to spend their money during retailers’ summer sales. 51% of respondents said that they’ll be shopping during the summer sales such as Black Friday in July of which 24% will be spending more than US$250. Nearly 70% will compare prices among retailers prior to purchasing their chosen products and 51% said that free shipping is the most important factor when buying online. It’s expected that Black Friday in July will continue to grow as a trend in future and will possibly become another big shopping day in other countries such as South Africa too.
Black Friday Buildup
Even though “Black Friday in July” is not a trend in South Africa yet, companies are definitely starting early to market and inform their customers about the official shopping day in November. For example, Shoprite and Zando have sign-up pages where consumers can enter their details to receive information about any Black Friday news.
Source: https://www.shoprite.co.za/black-friday.html
Source: https://www.zando.co.za/black-friday/deals-2018/
Black Friday is now called “Black Five Day” for online retailers as it starts on the Friday and ends the next Tuesday. In 2017, some South African companies even launched their deals a few days before the actual day. Therefore, it’s crucial to have a marketing strategy in place long before the 23rd of November 2018. Brandon Aitken, Account Director at Webhelp said: “It takes very careful planning and we start talking about it in April and then formulate a plan by June. We run this as an event.” Therefore, if you haven’t started yet, you’re going to miss out!
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References:
- https://www.timeslive.co.za/news/south-africa/2017-11-24-black-friday-let-the-millions-roll-in/
