In the dynamic retail landscape, Black Friday stands as the commercial epicenter, where discounts and offers are enthusiastically rolled out. Despite being considered by some as the commercial event of the year, for others, the maelstrom of discounts can detract from the excitement of our seasonal purchases and neglect much-desired sustainability. This is how divided the panorama appears in retailers' calendars.
Black Friday, celebrated the day after Thanksgiving in the United States, marks the accelerated start of holiday shopping, taking us from excitement to consumption. Some stores even extend the return season, allowing flexibility until January.
What was once a day of commercial euphoria, where crowds rushed in search of the best discounts, has undergone a notable transformation. It is no longer limited to 24 frantic hours of offers; it now extends for days, becoming a global phenomenon that spans the entire month of November, already known as Black Month.
The saturation of discounts has led to an inevitable offer fatigue among consumers, which pushes retailers to reinvent ourselves.This change is not simply a matter of duration, it also implies a significant change in the strategic approach.Creativity emerges as a crucial factor, since it is no longer enough to announce big discounts.
Now it is essential to tell a story, create an exciting shopping experience, and establish a deep connection with the customer. Strategies must transcend simple price, aiming for tangible added value for the consumer.
From conscious and sustainable shopping initiatives to personalized experiences and exceptional service, companies now have the opportunity to transform Black Friday into an event that resonates with the values and desires of new generations.
The analysis of Black Friday's impact should not focus solely on sales for a specific week, but on performance throughout the entire month. It is about understanding consumer behavior patterns, changing preferences, and the effectiveness of extended marketing campaigns. The saturation of discounts has led to an inevitable offer fatigue among consumers, which pushes us retailers to reinvent ourselves.
In 2015, Green Friday was also born as a conscious alternative to rampant consumerism and environmental mistreatment, promoted by representatives of the European Commission. This movement came to life at COP21, when a review of community regulations on energy efficiency labeling for electrical appliances was announced. Since then, various organizations take advantage of the date to highlight sustainable practices that benefit both consumers and the environment.
In this regard, Ikea has announced that from November 17 to January 5, it will collect duvets and pillows in its Badalona, L'Hospitalet, and Sabadell stores, in exchange for discount vouchers to help recycle up to 1,000 kilos of polyester that the Catalan company Girbau will decompose. The initiative will be part of a global pilot and a positive strategy in many aspects: it promotes recycling, creates awareness, involves consumers, and shows a willingness to innovate and assume responsibility as a company.
This month is not just a shopping period, but an opportunity to shape experiences, commitments, and valuesWhetherBlack Friday, orGreen Friday,this month is the perfect time to generate interest, make our values known, and bring commerce to life.In the bookRetail Power, I broke down 50 key actions and I would like to highlight number 32: plan commercial actions. Because without them, this important date on the calendar loses all its shine.
The OCU (Organization of Consumers and Users) anticipates an average expenditure of 237 euros in this year's Black Friday campaign, slightly higher than last year. Data reveals that 18% of respondents plan to spend 500 euros or more, while 21% prefer not to exceed 100 euros. Men are the ones who plan their purchases and expenses the most for this day and, regarding age, young people aged 18 to 34 lead in purchase intentions.
And this month is not just a period of purchases, but, as I mentioned, an opportunity to shape experiences, commitments, and values, in a world where competition is intense and consumer attention is fleeting.
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