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Robert Allen | Smart Insights | Fri, 25 Nov 2016 09:00:00 +0000

The key trends emerging from this year’s Black Friday marketing campaigns

Total consumer spending on Black Friday has consistently increased over the past few years, to reach heights so dizzying that many retail businesses have realized they can’t afford not to get involved. Over 80% of retailers plan to participate in Black Friday, and it has become an E-commerce phenomenon. This year for the first time ever Black Friday E-commerces sales are set to outpace in-store sales for the first time ever. Many retailers, such as in the UK are now running campaigns over a full week, or in Amazon’s case, several weeks. Yet, despite the hype, some retailers who have reviewed the profitability of their Black Friday campaigns, or rather lack of it, have decided to stop their campaigns in favour of other tactics where they can get more impact at higher margins.

The infographic below provides some interesting background to the Black Friday phenomenon.