Originally born in the United States, this day of discounts and promotions has spread worldwide, turning into a global phenomenon awaited by millions of people every year.
Black Friday, arrived in Italy in 2011, does not have a fixed date, it is the Friday following Thanksgiving Day in the United States, which falls on the last Thursday of November, consequently in 2023 it will be on November 24th.
The origins of the term "Black Friday" have been a subject of debate over the years, however, one of the most popular theories suggests that the name is associated with the large number of people crowding the stores, causing chaotic traffic and the streets seemed "clogged".
Another theory is that it derives from the accounting balances of the traders: this being the day when their accounts finally shifted from being in the red (loss) to being in the black (profit).
What remains certain is that Black Friday has become synonymous with exceptional offers and discounts, marking the beginning of the holiday shopping season.
Sales across various sectors increase dramatically during this event, and what initially started as a single day of discounts has turned into a weekend-long event, with some offers extending throughout the entire week. Additionally, with the advent of e-commerce, Black Friday has also extended online.
Consumer enthusiasm and sales strategies during Black Friday
Marketing plays a crucial role in generating interest, creating expectations and promoting special offers during the intensive shopping event that is Black Friday.
During this day, companies have the opportunity to increase sales, attract new customers and strengthen relationships with existing ones.
Marketing strategies for this event are planned months in advance and involve setting sales goals, identifying products or services to promote, and creating advertising and promotional campaigns that leverage a variety of channels.
Creating expectations and excitement among consumers are key elements of Black Friday marketing.
Many people line up in front of stores several hours before opening, hoping to get the best deals. Some stores also offer "doorbuster deals" (incredible offers reserved for the first customers that arrive in the store), further intensifying the competitive atmosphere.
Additionally, during Black Friday, some stores surprise shoppers with unexpected promotions or gifts, creating a sense of excitement and surprise in the air.
Criticisms and debates on Black Friday
Despite its popularity, Black Friday has also sparked some criticism and debate. Some argue that the event promotes excessive and unsustainable consumption, encouraging people to buy products they don't really need.
It is also important to note that not all discounts are extremely high or exceptional. Some stores may use deceptive pricing tactics, increasing prices before Black Friday and then offering discounts that appear larger than they actually are.
It is always advisable to compare prices and do research before making impulse purchases during the event.
Consumer sentiment towards Black Friday has also slightly changed in recent years.
While many consumers are still excited about the offers and the opportunity to save, there is also a growing awareness regarding the event's potential negative effects, such as excessive consumption, environmental impact and overcrowding in physical stores.
Overall, Black Friday continues to be an eagerly awaited event for consumers, but there is greater awareness of its potential negative aspects.
Consumers are more informed and attentive to marketing tactics and pricing strategies, and the growth of online shopping offers them more options and flexibility during the event.
However, Black Friday continues to evolve, adapting to changing consumption trends and new technologies, and remains an unmissable event for shopping lovers.
Do you want more information or stay up to date on market trends?
E-Business Consulting, a Digital Marketing agency active since 2003, is available to provide all the necessary support through the creation of ad hoc events with specific tools such as raffle and prize contests or to create specific promotions with different digital tools. Contact us now for a free consultation!