What’s your Black Friday marketing strategy? Are you ready for one of, if not the biggest shopping day of the year?
Unlike our American counterpart, Black Friday in the UK is heavily focused online. Since 2015, negative media coverage around in-store events led to a significant decline in footfall during Black Friday. Customers instead flocked online, with sales estimated to have reached £1.23bn last year; a 12% YOY increase according to retail analysts IMRG, while footfall decreased YOY (Ipsos, 2016).
Black Friday is well developed as a marketing concept, with almost a quarter (24%) of all Christmas gifting expected to occur on Black Friday, according to research firm Purch. This shifting dynamic led to several changes in how marketers approached the structure of their Black Friday marketing plans.
In this guide, we cover the key trends RedEye discovered last year and how you can use that information to benefit your Black Friday campaigns this year, helping your Black Friday promotions influence your festive sales.