When did Black Friday become a month-long promotion?

By Jacqueline Booker

Over the last few weeks my inbox, much like every other adult’s, has had an influx of offers from  every brand known to man. From daily promotions, to extra discount codes, brands have been on overdrive to convert online and instore browsers to purchasers in the run up to the festive period.

Black Friday and Cyber Monday sales have been a permanent fixture on the UK retail scene for upwards of decade. Trickling over to the UK from the US, the Black Friday sales traditionally followed Thanksgiving celebrations – much like the UK Boxing Day sales. But does the tactic still work?

Now, as a serial shopper myself (my eldest daughter was born on black Friday – fitting right?) – I am here for the sales. I love a bargain. However, it feels like everything has become a little too diluted over the years. What once presented a special opportunity for unheard of discounts over a two-day period, now is something that lasts for all of November and indeed, is replicated at various times throughout the year – all culminating in so much noise from across the sector that it’s hard to differentiate between offers, and more importantly, brands.

Also – the discounts aren’t as great as may be indicated within the advertising. Some brands raise the RRP of their products in the 30 days prior to Black Friday to make it appear that the discount they are offering is higher than it actually is. Others resurface older products in order to showcase bigger discounts. Ultimately you have to know the original price-point of the products you want to purchase if you want to get a great deal. Indeed, as the wonderful Money Saving Expert, Martin Lewis, tells us, it’s only a saving if you were going to buy it in the first place.

So, do these Black Friday sales still work for the sector? The long and the short of it is yes. It’s not called the golden quarter for nothing. However, I’m not sure it works for me anymore. I’d be lying if I said I hadn’t succumbed to the direct emails and bought one of the many discounted wares on offer. However, I have been more discerning this year for sure and bought less gifts for the holiday season than I might have expected. For me, something has been lost from the shopping experience in extending this sales period, probably stemming from a lack of personalisation in what is being offered, or maybe the loss of the thrill of the hunt for a bargain.

Some brands have overcome this – choosing to send direct offers to their base of loyalty club members throughout the year, tailored to their shopping habits and offering free treats to pick-up in store along the way. In my mind it’s a great way of engaging with shoppers and ensuring digital customers cross-over into physical stores as well. I’ll be honest, it’s a tactic which works better for me - making me feel more valued as a customer and like I’m getting a special deal.

And so, despite the many, MANY emails notifying me that I’ve “been caught looking” at the Black Friday sales, much to my husband’s relief, I’m going to keep my credit card firmly in my digital purse – well, for now at least.