HomeOPINIONA week-long shopping extravaganza: did Black Friday peak early this year?

A week-long shopping extravaganza: did Black Friday peak early this year?

Data from PriceSpy reveals shopping behaviours around the flash sale day are changing, with retailers encouraging consumers to spend early.

Although Black Friday is the most-popular flash sale day ahead of Christmas, a shift towards early sale periods meant that Black Friday shopping may have peaked early.

Price and product comparison site PriceSpy received a peak in website clicks across products on the Wednesday prior to Black Friday 2020, with Liisa Matinvesi-Bassett, New Zealand Country Manager for PriceSpy, noting that “whilst some of this growth may have been down to shoppers conducting price research ahead of Black Friday, we believe the majority of clicks received were responding to the pre-Black Friday deals and discounts being offered by retailers to encourage consumers to spend early.”

It appears that numerous retailers worldwide adopted an early shopping tactic, shaping Black Friday into a week-long shopping extravaganza rather than a weekend. And retailers should take advantage of this: “making Black Friday happen over the course of a week obviously helps generate a bigger window of selling opportunities and for consumers, it can mean they have a bit more time to make purchase decisions, rather than panic-buying on one day”, Matinvesi-Bassett says.

PriceSpy’s data also indicated that slightly less products were discounted on Black Friday (42% in 2020 compared to 43% in 2019), and surprisingly, 13% of products increased in price in the weeks leading up to Black Friday, to drop back down in price on Black Friday.

It’s likely that the prolonged Black Friday sales will grow even more in 2021 as retailers look to stay one step ahead of their competitors, and make the most of online shopping channels rather than a one-day in-store frenzy. Watch this space.

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