Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization.IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchangeIn the list of key dates for sales and for brand strategy, Black Friday has already established itself as one of the highlights. The party may have a very short life in the European market, where it arrived imported from the United States by the technological giants, but it has already managed to sneak in as the starting gun for the big sales of the Christmas campaign. However, this year, nothing will be as it usually is: companies will have to readjust their strategy once again to continue connecting with consumers.
The reason for this change is clear. Like so many other things that have mutated this year, the fault lies in the effects of Sri Lanka Email Database crisis generated by the coronavirus. The disease has changed daily life, citizens’ concerns and consumption patterns. Black Friday – and the Christmas campaign in general – will not be left out of the changes and adjustments .As defined in a Tien deo study, this is going to be an “atypical” Black Friday. Although it remains one of the most anticipated shopping dates of the year among consumers, they are in a somewhat more cautious position this year. Less shopping and less spending73% of Spaniards believe that they will take the opportunity to make a purchase, but 86% are clear that they will only do it for what they need and if they find an irresistible offer (47% of those surveyed by Tiendeo are convinced that this year there will be many better offers). 26% of Spaniards say that this year they will not buy anything, because they do not need anything and prefer to control their expenses. The consumer frenzy and impulse buying therefore seem totally off the table. Tiendeo’s study isn’t the only one pointing in that direction.
Another, carried out by Bnext , points out that this year less money will be spent on average per person. Although they estimate that purchases will rise by 18%, the average expenditure that Spaniards will make will drop 4.2%. If in 2019 an average per head of 72 euros was spent, in 2020 it will be about 69. And not only that: cheaper things will also be bought. In 2019, the acceptable budget for each purchase was 29 euros per product. There will be 25 this year, 13.8% less. Budgeting is not the only change Black Friday has undergone this year that will affect how products are sold and bought. Many other elements come into play and force you to rethink your strategy. Longer, less relevant Another big change is a question of dates.
Black Friday started much earlier than usual . Although last year some companies did what they called a “black week”, this year they have started promotions at the beginning of the month. Amazon took its Prime Day to October and when it was over it already started with its “early Black Friday deals.” It was not the only one: all kinds of companies were in the first week of November selling with discounts linked to the day, even though this was not “for real” until November 27. The companies wanted to avoid crowds, but also to heal themselves from possible closures. But with this movement, companies have created the longest Black Friday in history (no matter how short it is in Europe). Therefore, they have to go the extra mile to remain relevant and to connect with consumers. If everyone is selling at a discount from minute 0, the celebration is no longer unique and an occasion, a shopping party. Companies have to adapt to change and use digital marketing as a lever to reach consumers. More online sales and fewer queues This last point makes a lot of sense if you think that, although it has been a previously very digital celebration, this year will be even more important in the online field. Consumers, out of necessity or preference, will end up buying much more online this year.
In general, in fact and globally, this year it is expected that there will be fewer queues in stores .As the head of a chain of American clothing store explains to The Washington Post, this year they are placing the products more clearly (the table of T-shirts at $ 6, the table for pants at 8) to make consumers find the things more easily. Walmart has created one-way aisles to reach your most desired offers and thus simplify the flow in the store. It is being accepted that the consumer, right now, works with a mentality of going to buy something specific, take it and leave. And even, as a touch of color, what is sold and what is bought will also change. This will be the year of the pajamas. But going back to consumption flows: ecommerce is going to be the big winner on Black Friday, forcing companies to adjust their online sales strategy much better and prepare their logistics network for an avalanche of orders. A statistic from Criteo indicates that 45% of Spaniards will buy online both on Black Friday and Christmas and one from i Graal that the growth of digital Black Friday will be 27% compared to last year’s data. In addition, since e-commerce has been growing all year long, consumers will expect companies to offer them a good experience and will not be very understanding with bugs and errors in the service.