CONSUMER TREND
Once a sacred day dedicated to in-store shopping, Black Friday has progressively expanded over time (think of it as the Cyber 5, that is, five days of shopping). This year, Amazon had already started advertising its best sales in early October, an aggressive strategy criticized by many retailers. After all, how much excitement will consumers feel toward shopping once November 26th finally arrives? Probably not a whole lot!
Black Friday and Cyber Monday: Christmas shopping favourites
Source : Numerator Canada 2021 Q4 Holiday Survey, September 2021
Certain retailers focus on hard-to-find items rather than discounts
It’s a known fact: supply and inventory issues depend on commercial activity. For several retailers, the possibility and even the need for enticing offers will be irrelevant in 2021. The Canadian Toy Association even recommends that parents start their Christmas shopping early this year to ensure kids find what they asked for underneath the tree.
Source : Détail Québec
Rethinking Black Friday in a time of mindful consumption
A growing number of consumers criticize the overconsumption associated with Black Friday. The tides are also turning among retailers: in Quebec, some retailers simply ignore the event, such as Montreal shoe store Maguire, which promotes fair prices year-round.
Retailers and brands: 3 alternatives to the discount strategy
Otherwise, why not adopt new shopping events that are more in line with your values?
Various movements are challenging Black Friday and are growing in popularity.
Mark your calendars!
