Black Friday is now a firm fixture on the retail calendar, despite coming to the UK less than ten years ago. Whether you love it or loathe it, opinion is mixed from retailers and consumers.
The shopping bonanza was first launched in the US the day after Thanksgiving. Originally a one-day event, retailers now offer deals in the weeks up to and beyond Black Friday. The event was intended to kick-start Christmas spending, but critics argue that it’s actually bad for business.
Black Friday or Cyber Monday
In 2019, Black Friday falls on 29th November with Cyber Monday landing on 2nd December. Black Friday used to focus on electronics, whilst Cyber Monday offered deals on clothing and jewellery. However, now the lines are blurred with over half (55%) of purchases on electronics. Now, there is not much distinction between the two days, with deals running over the weekend period.
Changing consumer habits
Black Friday continues to grow, with major stores claiming to offer some of the best deals of the year. Meanwhile, in 2018 Barclaycard stated that they had seen a 10% increase in card transactions compared to the previous year. This is significant because it shows how the event has changed consumers’ pre-Christmas shopping habits, having a huge effect on the retail industry.
Huge discounts may be good news for consumers. But this spending hasn’t given people more money to spend, they’ve simply changed when they spend it. How retailers respond is crucial in the battle for buyers’ budgets.
A struggling high street
As a predominantly online event, another impact is the way increased online sales affect an already struggling UK high street. Online spend by British households on Black Friday sales reached £1.49bn in 2018, up 7.3% from the previous year.
This had a knock-on effect on the high street, with footfall figures down 7%. However, the impact may be worse than it looks. While shopping around for deals is easier online, the popularity of ‘click and collect’ ensures many shoppers reach the high street afterwards anyway. This can lead to additional impulse buys and unplanned purchases – potentially at full price.
Some shoppers brave the crowds, with stores extending opening hours to meet demand. Retailers must prepare across all channels to take full advantage of the period, particularly to optimise cross-sale potential in store.
Risk to Christmas sales period
A further criticism of Black Friday is the adverse effect it has on the Christmas sales period. Disruption to Christmas trade is a big risk. However, recent reports suggest Black Friday has only a small impact on Christmas spending.
In 2018 71% of shoppers reported that they were going to cover the costs of Christmas by taking advantage of deals. However, only 37% said they were likely to shop in November showing that the majority were expected to do their Christmas shopping after the Black Friday period.
The pros and cons of Black Friday
In 2018, Black Friday helped drive a 1.4% increase in the number of goods purchased compared to the previous month. This contrasts with fears that spending is short-lived and leads to weaker sales in the traditionally strong December period.
With Black Friday becoming customary, retailers must address the advantages and disadvantages of this new shopping tradition:
– Generates increased traffic and sales
– Upselling and additional (full price) sales opportunities
– Customer growth
– Earlier (pre-Christmas) fulfilment
– Opportunity to clear stock
– Discount pressure
– Erosion of margins
– Highly competitive
– Potential return stock
– Spending habits: consumers wait for discounts
In response to these challenges, some retailers have decided not to take part. In previous years, leading brands such as Marks and Spencer, Fat Face and Asda have all opted out.
While consumer shopping habits have undoubtedly changed, Christmas shopping will always extend into December. The fear of people completing all of their purchases during the event has proved unfounded. Instead, shoppers are more likely to research and prioritise key purchases.
Black Friday is now an established event in the retail calendar, alongside the Boxing Day and January sales. Retailers now understand the challenges involved and are able to adapt their approach to optimise sales. Shoppers are also smarter at identifying worthwhile deals.
Overall, Black Friday can be viewed as positive for the sector:
“Anything that helps to encourage consumers to go shopping and supports the retail sector is a good thing.” – Kien Tan, Director of Retail Strategy at PwC
Retailers are better prepared than ever, and there are benefits for those who can successfully strike the balance between discounts and stock levels. Stores can look after margins and generate extra sales through careful planning and a longer, steadier period.