Pre-Black Friday Promotions
Similar to last year, most retailers launched their pre-Black Friday promotions a week before the big day. However, sales were already rampant even prior to the Black Friday warm up. Retailers from Gap to Nasty Gal kicked off their holiday promotions as early as October to avoid the stiff competition online during Black Friday.
Zara was the only retailer that held its Black Friday and Cyber Monday promotions on the actual respective days, as it did last year. This strategy did not fare well for the brand as it delivered below average sell-out at 17%.
Retailers sent out frequent email newsletters on attractive promotions to engage with consumers compared to last year. Using time-bound offers to create a sense of urgency was also prevalent amongst retailers such as Shein and Urban Outfitters. The former brand was more competitive this year with its Flash Sale Buy 1 Get 1 99% off and 3 for USD25 promotions.
Some Sat Out, While Others Gave Back
While consumers were busy scouting for bargains, some brands opted out of the discount bonanza as part of Green Friday to create awareness on more sustainable, conscious shopping. This included Arket, Baukjen, NavyGrey and Hush.
Meanwhile, H&M used this period as an opportunity to give back as part of Giving Tuesday. It partnered up with Billy Porter to support The Trevor Project, the world’s largest crisis intervention organisation for LGBTQ youth. The campaign that ran through December 2, matched consumers’ donations up to USD 250,000.