Retailers Preview Black Friday Deals Online
Posted on 26 November 2008 by Loch RoseNo Comments
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Loading ...Black Friday deals are legendary, but this year retailers are spending even more time and money to make sure that everybody knows about them in advance. Not content with waiting for the traditional Thanksgiving Day perusal of their circular offers, the retailers are pushing the offers out online as much as 5 days in advance.
ShopLocal hosts the online versions of the circulars for many top retailers, and so we can quantify just how much the retailers are doing this. It turns out that on Wednesday and Thursday of this week, 25% of the offers that retailers display in their online circulars will be previews of the Black Friday deals. That’s about double the percentage in 2006 and 2007, and reflects both the increasing importance to retailers of Black Friday as an event, and the importance of their online circulars as a way to reach shoppers and bring them into the store.
Not surprisingly, the highest percentage of posted but not yet active offers – i.e. deals that the shopper can read about but still can’t redeem – is during those two days before Black Friday.
Of course, this is all part of the whole Black Friday phenomenon. Retailers consider it risky to tell the shopper about a great deal, while simultaneously telling them that they have to wait to get it, because shoppers who decide that they want it right away are likely to go elsewhere. In fact, retailers normally want shoppers to be motivated to take immediate action: drive to the store and buy it, before the store runs out or the deal expires! But shoppers are prepared to wait for great deals on Black Friday, so Black Friday previews work.
Retailers are due to bring an unprecedented number of deals to shoppers on Black Friday this year, and they have previewed them for shoppers to an unprecedented degree. If the shoppers don’t respond, it won’t be because the retailers stinted in their efforts, but because of the increasing slowdown in the economy. As of now, Black Friday is shaping up to be the high point of the holiday selling season.
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