22/11/2022
For millions of people every year, Black Friday triggers a shopping spree: but where did this day originate? And why has it gone so viral over the years?
Born as an American tradition that over time has spread throughout the rest of the world, this holiday usually falls on the first Friday after Thanksgiving, one of the most heartfelt traditional holidays in the United States.
As is frequent in such cases, the origin of the term is uncertain: for some, it originated in Philadelphia to describe the particularly heavy road traffic that develops on that day, for others, it comes from the business context and, in particular, from the books used by accountants to mark losses (red book) and gains (black book): this day would indicate a time of great gain. Finally, others associate the birth of this day with the first parade organized by the retail chain MACY'S to celebrate the start of Christmas shopping.
This year, the most anticipated event for consumers is Friday, November 25, 2022: on this day, shoppers can take advantage of discounts and super-low prices to buy their favorite Brands.
So while we have, on one hand, the interest of customers to grab their favorite product at an unbeatable price, on the other hand we have a very fertile ground with numerous opportunities for companies: for example, attracting new customers, talking to still unintercepted targets and obtaining high conversion rates.
It should also be noted that since its birth, this day has undergone many transformations.
The current trend, now widespread and popular, is to extend discounts well beyond the canonical 24 hours. Many Brands, in fact, decide to extend offers until the following Monday, Cyber Monday, and in some cases, even up to a month. This is a precise strategy that each Brand declines in a different way according (also!) to the objectives set.
If you sell online, Black Friday is a valuable opportunity both to get ahead and beat the competition, and to make yourself known and successful in the future.
Every company, therefore, should follow a precise strategy focusing particularly on its e-commerce and digital touchpoints, because online shopping remains a convenient, as well as preferred, option for most shoppers-especially the younger generation.
We always reiterate, first of all it is important to know your target audience thoroughly in order to center the type of communication and identify the best strategies to implement. There is, therefore, no one-size-fits-all answer when it comes to Marketing and Black Friday, but there are still some cautions you should take into account so you don't lose at the start:
As part of our collaboration with our clients for many years, we have been devising specific strategies to make their Black Friday results memorable.
From year to year, we have managed to achieve better and better results during the Black Friday period. One example? Here is the YoY comparison of the average results achieved in 2021 compared to 2020:
Small, but fundamental reflection: the revenue achieved during the Black Friday period, for Brands, constitutes up to 30% of the total revenue achieved during the month of November.
Do you really need more reasons to start investing in a good Black Friday strategy?
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