Black Friday is a global phenomenon that excites shoppers year after year, offering unmissable bargains perfect for gifting or self-indulgence. While this retail tradition began in the United States, it has since captured the hearts—and wallets—of UK shoppers, becoming one of the most profitable days for retailers worldwide.
Since its UK debut in 2010, Black Friday has grown into a much-loved annual event, luring eager bargain hunters with promises of flash sales and significant savings. Each November, the day is marked by queues forming outside stores and frenzied clicks on websites as shoppers hunt for discounts on everything from tech gadgets to fashion staples.
With Black Friday 2024 landing on 29th November, retailers are gearing up for another blockbuster day, meticulously preparing their physical and online storefronts to handle the surge in demand. But how did this extraordinary shopping day come about, and why has it become such an integral part of our retail calendar?
In the US: From Financial Crisis to Retail Extravaganza
For many Americans, Black Friday signals the start of the festive shopping season. Yet its origins are far removed from today’s cheerful spending spree. The term “Black Friday” dates back to 1869, when a financial scandal rocked Wall Street. Two financiers attempted to corner the gold market, causing a massive crash that left investors bankrupt. This disastrous day fell on Friday, 28th September 1869, earning the infamous moniker.
Fast forward to the 1950s, the phrase resurfaced in Philadelphia to describe the chaos following Thanksgiving. Shoppers and football fans flocked to the city for the annual Army-Navy game, creating gridlocked streets and overtime shifts for police. Initially associated with disorder, retailers in the 1980s rebranded Black Friday as a shopping holiday, symbolising the moment businesses moved “into the black” (profitability).
In the UK: From Party Season to Bargain Bonanza
Before Black Friday became synonymous with retail deals, the term held a different meaning in the UK. For years, it referred to the last Friday before Christmas, a notorious night of festive office parties. Emergency services prepared for increased incidents on what became one of their busiest nights of the year.
The UK’s retail version of Black Friday arrived in 2010, thanks to Amazon introducing American-style discounts. The concept gained further traction in 2013, when Asda hosted in-store Black Friday events, sparking a nationwide trend. Today, Black Friday has cemented itself as a highlight of the UK’s shopping calendar, with retailers large and small offering deals to boost sales and attract loyal customers.
The ongoing economic challenges in the UK have led to a shift in consumer habits, with many households tightening their budgets. A recent survey revealed that 64% of people have cut back on non-essential purchases, leaving retailers navigating a more cautious marketplace. Yet, despite these hurdles, Black Friday remains a pivotal opportunity for businesses to attract shoppers with the promise of significant savings.
While overall spending may be more restrained this year, Black Friday is still expected to draw higher footfall and online traffic compared to other days of the year. For retailers, this surge in activity offers a chance to secure valuable revenue, even if profits fall short of previous records. Moreover, a well-executed Black Friday strategy can attract new customers, fostering loyalty and repeat business in the long term.
Beyond immediate sales, Black Friday also allows businesses to reward their existing customers with exclusive deals, reinforcing brand loyalty. It provides an opportunity to stand out from competitors, clear out older stock, and make room for fresh inventory ahead of the new retail year. This not only improves operational efficiency but also diversifies the product range, ensuring shelves are ready to meet future demand.
Black Friday is a prime time for shoppers to snap up Christmas gifts during money-saving sales. With many retailers extending Black Friday into a week or even a month-long event to maximise sales, offering an extended return policy can set your business apart.
As the event falls just a few weeks before Christmas, extending your return window will allow customers to exchange or return unwanted gifts with ease. This builds trust, enhances customer satisfaction, and increases the likelihood of repeat business—a win-win for both shoppers and retailers.
Although Black Friday is widely recognised as a retail extravaganza, don’t assume your customers automatically know your business is participating. Strategic advertising is essential to highlight your involvement and showcase the deals you’re offering.
By promoting your offers in advance, you provide customers with a clear reason to choose your store over competitors. Whether through email campaigns, posters, or online ads, a strong advertising push ensures your deals stay front of mind, driving traffic to your store or website.
With the convenience of shopping from the comfort of home, online consumerism has surged, making an impressive online presence more important than ever. Shoppers love the practicality of browsing anytime, anywhere, and exclusive perks like free shipping or online-only discount codes can make your business stand out.
To maximise profits, ensure your website is ready to handle increased traffic, and offer enticing promotions to keep customers engaged. Extend your advertising efforts to social media platforms like Facebook and Instagram, where you can reach a broader audience. Social media is a cost-effective, often free tool to highlight your Black Friday deals, attract new customers, and engage loyal followers.
At Vertical Plus, we recognise that Black Friday is more than just a shopping event—it’s a powerful opportunity for both consumers and retailers to benefit. Shoppers enjoy incredible savings, while businesses see a boost in profits and the chance to connect with new and loyal customers alike.
If you’re looking to optimise your marketing strategy, increase your sales, and grow your customer base with your next ecommerce marketing campaign, our expert team is here to help. Contact us today to find out how we can take your campaign to the next level.