By guest contributor Sasha Gill
For years, the phenomenon of Black Friday has swept the nation’s advertising billboards, televisions and pop ups. The best day of the year to get a deal on the jeans or the laptop you’ve been wanting for ages, or to save much needed money on purchases for the upcoming Christmas holidays. However, with Black Friday being the busiest day of the year for shopping, can the number of deals and offers overwhelm consumers and leave them feeling lost?
We conducted some research into Black Friday to see if Brits had become desensitised to the shopping holiday.
When is Black Friday?
Our insights revealed that 85.2% of Brits are familiar with what Black Friday is, however, most people who have heard of it don’t know when it falls. In such an expensive climate, you would think that saving on Christmas presents would be high-up on consumer’s priority list.
Despite many not knowing the exact date of Black Friday, those who were planning on buying Christmas presents on November 29th expected to buy around 38% of their gifts on that day. In terms of the type of items people are on the look-out for, 46% of respondents said they are looking for tech items such as smartphones and TVs and around 33% are looking to buy clothing and accessories.
With competitive deals driving Christmas advertising, it’s safe to say that British consumers will be looking to spend a considerable amount on the day if they find an item they deem valuable. It’s no wonder that 66% of those who are planning to shop on Black Friday are already saving up for the day giving companies an obvious leverage in terms of sales, and showcasing how shoppers should have a pretty sizeable budget to scour the market with.
Are Consumers Satisfied With Black Friday?
When speaking to those who have participated in Black Friday shopping in the past, many agree that there was a lot of hype, but the deals and offers fell flat and didn’t quite meet their demands. With so much competition going on between brands, getting the attention of potential customers is an on-going battle. Marketers who seek alternative communications can gain an upper hand and cut-through the noise with a clever integrated campaign that reaches their target audience and notifies them of an opportunity.
With 82% of those who are participating in Black Friday this 2019 planning on buying their Christmas gifts, the opportunity to reach those consumers is still vast. 33% of previous participants shopped across both online and in-store, so the potential for a multi-platform campaign is there. Clever content that provides valuable information to an audience is the way to stand out from the crowd.
72Point specialises in multi-channel, integrated PR campaigns that engage your target audience with creative comms spanning national/regional media, social, broadcast and video. Our denim report campaign for Lyst saw us create an impressive integrated campaign which involved multiple elements including a national news story looking into the fashion trend and an online platform. It was a proven hit with the media, earning exposure in 125 pieces of coverage, 16 SEO links and 5.43 million coverage views, successfully promoting the platform.
For more information on how 72Point can assist with your Black Friday campaigns, contact the team here: hello@72point.com
0207 138 3041