Every year, Black Friday sees millions of us queuing, waiting, and even (in some not-so-fun cases) scrapping for the best deals.

What started as a simple post-Thanksgiving sale in around 1975 has become a cornerstone of the modern consumer’s shopping schedule.

Even last year, during a global pandemic, more money was made on Black Friday than on any previous year.

In the UK alone, sales in November grew by 33% in 2020 compared to the previous year, and sales on Black Friday increased by 283% compared to the average day of sales in October 2020.

Black Friday is here, and it’s here to stay!

So, what should advertisers expect to see in 2021, and how can we prepare for this year’s much-anticipated sale event?

Let’s find out!

In-store versus online

While Black Friday remains a greatly anticipated event for consumers, it is also an incredibly important event for marketers.

It is important that advertisers bear in mind that what attracts customers on Black Friday is the same as any other day – quality products, attractive prices and a good shopping experience.

In 2021, this experience is a little different to previous years (aside from 2020, of course).

Despite becoming more popular in recent years, what really cemented e-commerce as the future of shopping was the pandemic. Now, more than ever before, people are prepared to carry out their shopping journeys online.

While in-house shopping is far from being a thing of the past, the Black Friday experience is closely interlinked with the e-commerce experience.

According to one survey, for retailers who sell the same products online as they do in-store, almost three quarters (roughly 74%) of their customers would prefer to shop online.

Despite overall sales on Black Friday increasing in 2020 (compared to 2019), in-store sales were down by a significant 52% compared to 2019.

Convenience, restrictions, and pandemic aside, consumers also prefer to browse through the endless number of sales and discounts online, where they can avoid the notoriously hectic nature of Black Friday in-store shopping, and also browse as many brands as they like from the comfort of home.

In 2021, advertisers should expect to see similar findings and should prepare for consumers preferring to browse through deals online.

Black Friday fatigue

We alluded to this before, but the fact is, Black Friday is hugely popular, and everyone’s along for the ride.

Yes. Even your competitors.

So, every year, consumers are bombarded with countless emails from brands advertising their Black Friday sales.

The problem here is twofold. Firstly, with so many emails sending the same message at the same time, it's easy to get lost in the pile. Second, consumers can become so desensitised to the term ‘sale’ and sale figures that they are also discarded or ignored.

The solution? Don’t compete. Stand out.

Consider lengthening your sale and campaign to two or three weeks.

This way, consumers can be encouraged to make repeat purchases throughout the campaign, significantly increasing the chances of them purchasing from your brand in the future, and standing out from competitors by offering consumers a bigger window to purchase in.

This Black Friday, advertisers should expect to see a highly competitive, highly digital shopping experience that yields amazing results for brands that make creative campaigns.

How do you plan on enticing consumers this Black Friday?

To learn more about Black Friday, get in contact today.