BLACK (BRANDING) FRIDAY
The date doesn’t matter anymore. In fact, it may have never mattered. The infamous day dubbed “Black Friday” has become one of the biggest branding tactics used by retail companies, ironically making the special date not so special. People go crazy searching for the best deals and spend the day going from store to store comparing prices. However, customers overlook the significance of the date because the “limited time only Black Friday deals” are around for much longer than one day.
The numbers from Black Friday 2013 prove this. Sales were generally higher the day before Black Friday than they were on the actual day because the majority of stores had started their promotions already, some even a week before. Shoppers now realize that the Black Friday date doesn’t matter, and it’s the branding leading up to and after it that does. As a matter of fact, Black Thursday/Friday/Saturday/Sunday/Monday is more like it.
I’ve never dared to go out into the chaos of Black Friday shopping because I know the sales will be waiting for me the whole weekend following it- trying to play it smart whenever I can!
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