So, if you haven’t been hiding under a rock, you’ll have noticed the Black Friday deals have begun. Not only are they early (some starting a week before), they seem to be EVERYWHERE. Some retailers are adding to the anticipation by offering pre-sale discounts… giving away a smaller discount than they intend to on the day, but a discount, nevertheless.
The build up seems to be full throttle this year. And, there’s no wonder why every business wants to scoop up some of the action.
Last year alone, online sales in the UK generated a whopping £1.49 billion, an increase on the £1.39 billion spent the previous year. This year, UK spend is set to increase to £2.54 billion, and that’s just Black Friday alone. The whole weekend, including Cyber Monday is set to total £8.57 billion!
It’s safe to say, us Brits love a bargain… me included for sure. We’re actually set to spend the most in the whole of Europe, an estimated 29 per cent higher than second-highest Germany and, more than Italy, Spain, Belgium and The Netherlands combined – deep pockets or consumerist addictions?
Last night, the Gymshark Blackout sale took place, and they certainly caused a stir. For the second year in a row, their site crashed due to the traffic. People took to Twitter to hash out their frustrations… “At this point it’d be easier to just become a fitness model and get sponsored by gymshark #GymsharkBlackout” – love this hahaha!
However, they still received praise due to their clever mobile marketing and creative strategy, not to mention the up to 70% off sale (you can’t ignore the great offers). Their marketing can set examples for other retailers to think outside the box. As you waited to enter the sale, the experience was brought to life with the Gymshark ‘athletes’ waiting in the queue with you, all donning Gymshark of course.
Clever marketing: https://www.linkedin.com/feed/update/urn:li:activity:6604864084926050304/
“This is anyone’s game” – made the anticipation seem worthwhile, taking the negative and making it part of the Black Friday fun. Would you get the last pair of Energy+ Seamless leggings?!
This year, Black Friday is only a few days after most people’s pay days, which could encourage more spending. This year it falls later too, so people may feel the need to start the Christmas haul and start the panic-buying whilst their bank accounts are looking juicy (I will definitely be one of these people).
There are new trends that could affect Black Friday spend…
If we take into consideration the rise in the conscious consumer, and the attention fast-fashion has received as of late, we may see an unexpected outcome. Will people slowly stop buying into these crazy sale? Or are discounts too heavily embedded in our Brit culture? It’ll be interesting to see the post-Black Friday data.
So, what sales am I most excited about?
Glossier is up there for sure. It’s the only time of the year you can benefit from discounts, so I’ll be getting myself some early Christmas treats with their 20% off which is automatically applied: https://www.refinery29.com/en-us/2019/11/8867756/glossier-black-friday-cyber-monday-sale-deals-2019
Topshop and ASOS will absolutely be getting a look in too. They’re expected to put on some huge discounts this year: https://www.cosmopolitan.com/uk/fashion/style/g4749/best-black-friday-clothing-deals/?slide=7
And for some Christmas gifting, I’ll be heading to Selfridge’s, they had 20% off last year!
Along with other shoppers, I won’t be heading in-store for the sales (totes not into scrambling over people)… I’ll be opting for chilled vibes, likely, in my pyjamas on the sofa.
Happy Black Friday shopping.