Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company In 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.

Sierra Leone Email List 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 the 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 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 spending , 73% 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.

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