After the monumental success that was Black Friday 2014, where, according to Hammerson’s Shopper Tribes Report, 66 per cent of consumers used this as an opportunity to treat themselves rather than acquiring Christmas gifts (Black My-Day), retailers are ensuring they’re prepared for it all over again with an anticipated surge in footfall and sales.
The report, which analysed purchasing habits of various age groups, established a ‘Black My-Day’ theme for the event last year, where 84 per cent of younger women aged between 18 and 34 used the sale to treat themselves to homewares and fashion items instead of getting ready for the festive season. What’s more, 74 per cent of shoppers over 55 said that the event had no impact on their Christmas shopping schedule.
While retailers get themselves ready for the event this year, the question is whether or not they will be catering towards another Black My-Day or pushing the Christmas bargain mindset. Data from the Shopper Tribes report says that 55 per cent of shoppers will be using Black Friday for early Christmas shopping.
Retailers are expecting a higher volume of footfall and sales this year, with 64 per cent of shoppers polled claiming to have saved lots of money last year. However, concerns of retailers’ preparedness loom, as evidence of struggle to cope with the volume of orders and fulfilment failures leading to customer disappointments. A substantial number of consumers (65%) believed retailers weren’t ready for Black Friday last year.
Evidence has shown that retailers have invested heavily in logistics and multichannel capabilities, to ensure the increase in demand is catered for.
CEO of Hammerson, David Atkins, commented: “Early indications from retailers across our UK shopping centres is that Black Friday 2015 will be even bigger and better than last year’s event.
“Our Shopper Tribes report identified a ‘Black My-Day’ trend last year, with consumers treating themselves to the fantastic deals on offer, but as customers become more familiar with the phenomenon of Black Friday and build on their experiences from last year, expect a greater proportion of shoppers from across our regional shopping centre portfolio to take advantage of the savings available on Christmas gift items.
“Mindful of protecting sales in the key Christmas trading period, retailers have indicated that a number of offers will be held back for December, although exclusive offers across electricals, clothing and footwear are expected to whet consumers’ appetite during Black Friday through to Cyber Monday.”
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