Black Friday a UK success?
03 Dec 2014|Added Value
The US Black Friday shopping holiday made its way across the Atlantic to the UK this year. There was skepticism as to whether it would be a success but UK consumers bought into the holiday. Websites crashed from too much online traffic and reported fights breaking out in stores as shoppers scrambled for a good bargain. Greater Manchester Police were called to at least seven big retailer stores, with Police saying they needed more security in place.
So is Black Friday here to stay? Matt Woodhams, Brand Director, comments on the debate:
“This will be seen by many as an excuse for huge amounts of spam to be sent out by digital marketing departments. However the “Black Friday” umbrella branding of this, with a huge number of brands taking part, does help in the sense that it sets up a price promotion as some kind of event that people might feel they’re missing out on if they don’t participate. So in that sense, it’s better than a “sale” which smacks of desperation to attract customers in a very competitive environment.
The bigger question is whether it’s a good retail strategy to be going head to head with every other retailers’ Christmas promotional messaging on the same day – I’ve seen some emails appear in my inbox offering me 95% off some products – but even this doesn’t really cut through amongst the hundreds of other price messages – in fact using the headline reduction to try and attract attention is counter productive as I’m left thinking that retailer and that product are wildly overpriced.”
We expect Black Friday will become an annual holiday but it’s important retailers get it right – the marketing, price promotions, promotional messaging, and the readiness for the shopper commotion both online and offline.prev next