Black Friday…the day is looming

“I’m not coming.”

“The Hunger Games.”

“I’m staying inside.”

Just a few of the many opinions found at #BlackFridayIn3Words on Twitter. While some people prefer to skip the stress of shopping, there are many who are ready to grab those deals with aplomb.  But why are people shunning the day as a whirlwind of craziness, when it’s their chance to grab some quick deals online? Can they ever be convinced otherwise?

2014 got crazy

So crazy that ASDA are not playing ball this year, as it focuses its effort on a spaced out stream of offers across the whole festive season. This gives customers the time to look out for what they need, rather than a one day flash sale of hundreds of product that are pushed upon them as “bargains.”

While ASDA steps back, other brands are jumping at the chance to bring in customers. Both online and instore mayhem is bound to ensue; Superdrug has revealed its top 5 deals already, while Amazon has lowered its Prime membership to sign people up to its ten days of deals. Argos is urging potential customers to sign up for an Argos account so they will be the first to receive the biggest deals.

These are just a tiny number of brands that are pulling out the stops…but why are some people still not pulling back?

Is Black Friday too impersonal for some customers?

There are many people who call Black Friday a ‘fad’ and ‘crazy’, so are they feeling unimportant to their favourite brands? A brand will offer its best deals on one day of the year to entice everyone to splash the cash on a product. Why do the loyal customers not get this treatment during the year? It shouldn’t only be the most profitable items on offer, but ones the customers will love… both new and existing. 

Big brands: It’s not why they participate, but HOW                        

Some brands have chosen to step back, and approach the festive build up in their own way. For the brands participating, how they approach Black Friday will determine their success.                    

Small incentives will show that they are more than just customer hunting, but customer retaining. Impulse buys are far more likely to happen in store, so brands are beginning to offer small incentives to bring them to the online store. From free delivery to up to date deals, these will entice customers that small bit more. 

The customers are in control

Or they want to feel that way at least. Being told that the deals are on this day, with these products on offer, will not give them any sense of control. As Asda and Amazon have demonstrated, having their offers spread out over a longer period, it is possible to use the event as a way to build rapport and excitement about the brand as the festive season approaches. With Cyber Monday directly afterwards, customers are becoming aware that the best deals are not necessarily restricted to one brand on one day. There are plenty of deals to be found yet Black Friday, with its ominous name, has started to become a familiar presence in UK retail…and brands know it!

So on the 27^th November 2015, the big day kicks off! Will you be throwing yourself into the bargains, or taking a step back and doing your shopping in your own time? Share your thoughts on Black Friday in our comments section, below.