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Black Friday – do consumers believe the hype?

Black Friday

The countdown to Black Friday is on, but do consumers believe the hype? Now in its 5th year, shoppers are gearing up for what is becoming the biggest day of the retail calendar. This years’ event takes place on Friday 23rd November, culminating in cyber Monday on the 26th November; so what do consumers really make of it all?

It appears that Brits continue to be divided. In a recent survey, 55% of shoppers think the Black Friday deals aren’t particularly good and it seems to be more of a marketing gimmick. In addition, whilst a quarter of consumers believe the deals are good, they are no better than other deals throughout the year. However, one in five, 20% do agree that Black Friday offers ‘a great way to get the best deals’.

Our survey, which canvassed over 4,000 people aligns with findings from the previous two years, reflecting the high level of scepticism that surrounds Black Friday. Clearly shoppers have tough decisions to make when it comes to deciding what represents good value, especially in the run up to Christmas. It’s also very easy for shoppers to get carried away by the excitement that is associated with Black Friday. The latter may be good for high street retailers. However, in increasingly uncertain times their challenge is how far to go with offers whilst protecting the integrity of the brand. The run up to Christmas and the traditional January sales period represents the biggest trading period of the season. Ultimately it’s not just about one day in the calendar year. 

To find out more about our work in the retail space, or for more information please call or email John Whittaker, Head of Marketing on +44 (0)3333 208 220.

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