Black Friday was originally an American tradition, encouraging pre-Christmas spending with cut prices. It is set the day after Thanksgiving, which makes this years’ Black Friday fall on 24 November 2017. Or does it?
After importing Black Friday to the UK, shops experienced violence and trampling with consumers desperate to get the best deals. Following these events, more and more UK shoppers took to the safety of the web.
Retailers have put more emphasis on Black Friday deals online and Cyber Monday, which is the Monday immediately after and falls on 27 November 2017.
Having deals on one day was problematic for many retailers. Websites were unable to cope with the number of visitors and crashed as a result – damaging retailers’ brand reputation and putting a dent into their potential profits.
Black Friday Week deals were introduced to spread out the volume of traffic. Week-long deals were largely successful in reducing the number of websites suffering downtime.
However, the impact of website slowdown over Black Friday Week is still detrimental to eCommerce and retail businesses. Now we are seeing big retailers consulting with performance assurance experts and preparing for peak by introducing their own sales days, or weeks, in the build up to Christmas, altogether separate from Black Friday.
Five Retailers Who Are Starting Black Friday 2017 Early
- Talk Talk | 20 OctoberThe broadband provider decided to bring forward “the joy of Black Friday to October with industry leading deals”.
- eBay | 1 – 17 November
This year, eBay has launched a ‘Don’t Wait For Black Friday’ campaign in which they match or undercut competitors’ discounts advertised in circulars, in the hopes of becoming a go-to destination for Black Friday deals.
- Halfords | 2 – 24 November
British retailer, Halfords is taking a spread out approach by adding offers every week in the run up to Black Friday.
- Amazon | 17 – 26 November
After the massive success of 12 days of deals in 2016, this year Amazon announced 10 days of deals. Expect their ‘Deals of the Day’ and ‘Lightening Deals’ to make a return.
- Tesco | 20 – 27 November
Black Friday at Tesco runs for seven-days and includes deals on electricals, toys and products from their home range.
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