The US have sent us many things over the years that are now integrated into our everyday culture: Trick-or-Treating, Halloween Parties, Prom Nights, and even Thanksgiving? But the most recent phenomenon is the shopping orgy that is Black Friday – it’s been around in the UK for about five years, but in reality it’s only the last two years that it has filled our inboxes and conversations, and for marketers it’s a great big brightly wrapped gift!
So what is Black Friday? Well, it’s the US equivalent of our Boxing Day, it’s the day after the US Thanksgiving holiday, the day the sales start. Brought to the UK initially by US based companies such as Amazon, it has now been widely adopted by just about every retailer and B2B organisations are getting in on the act too.
For retailers the benefits are obvious, it’s a massive opportunity to promote special deals and to drive unprecedented sales. With UK consumers trying to get to grips with their Christmas shopping list it’s a wonderful opportunity to grab their attention and start the shopping frenzy before December has even started.
However, it’s not just a retailer’s dream, Black Friday has presented just about every type of organisation both B2C and B2B with an opportunity to market themselves, with special deals being offered on just about every service or product out there.
For UK marketers Black Friday is a gift-wrapped marketing campaign that’s hard to ignore.