Estudios: Black Friday and Retail in U.S.
Black Friday always falls the day after Thanksgiving Day in the US, with a lot of workers choosing to take the day off to spend a long weekend with their families. Retailers have sought to take advantage of this by slashing prices in order to attract bargain hunters, but consumers don’t need to wait until Friday to find deals.
Focus on Retailing
Tim Barrett, Retailing Analyst, Euromonitor International:
“In an age where everyone is too busy and all our actions are data points to learn from, retailers that release holiday sales information earlier than their competitors increase their exposure to customers and in doing so, gain more time to gather information on how to best prepare for the coming months.
Generating demand for the ‘hottest’ toys of the season is both an art and a science, and by releasing this information to the public sooner, retailers and their supplier partners get more data upon which to limit customer frustration from crucial out-of-stocks. By extending timelines, shoppers have more time to shop while helpfully narrowing the decisions needed to enact a successful merchandising strategy for retailers.”
Michelle Malison, Retailing Analyst at Euromonitor International:
“As Prime Day was created to drive Prime memberships, Singles’ Day seeks to get people to buy online for the first time. Both share the ‘made-up’ holiday element—it was really created to drive brand awareness more than anything. Alibaba rebranded Singles’ Day to “The 11 Global Shopping Festival”. The way it is rebranding the event and how it’s attracting more international brands as well as how it is integrating technology for the event shows how the company is envisioning the future of retail.
The oldest of the three events, Black Friday, was created in response to consumer shopping habits in the US because a lot of people have the Friday after Thanksgiving off. The day was created to capitalize on natural, already existing consumer behavior. Retailers made the event into a discount-driven, promotional environment. The amount of goods sold on Black Friday is certainly much smaller than the amount sold on Singles’ Day.”
Focus on Toys And Games
Matthew Hudak, Toys and Games Analyst, Euromonitor International
“Every year there are the usual suspects that shoppers are interested in—consumer electronics, video game consoles and toys. This year toys will likely take up more of the gift giving budget. Tablet sales are expected to decline by 12% for the year. Television sales will fall by 1%. Smartphones, the ever popular electronic device of choice, will only grow by 3%. And video game consoles, a direct competitor to toys, are expected to decline by 1.5 %. Traditional toys, the exception, are expected to see sales grow by 5% throughout 2015, making them a prime category to get right when it comes to merchandising this holiday season.”
Focus on Apparel and Footwear
Bernadette Kissane, apparel and footwear analyst, Euromonitor International
“Although Black Friday is typically known for the discounting of electronics, gadgets and tech, fashion retailers are increasingly getting in on the action, with many leading brands such as Marks and Spencer, Gap and Topshop all slashing prices by up to 50% in 2015. While this high profile sales event can certainly provide a much needed boost to the initial holiday season, it doesn’t come without consequences, namely profit margin. Price pressure is already intense within the apparel industry given the proliferation of fast fashion brands and private label, such drastic discounting only adds to the issue and reinforces consumers’ expectations for discounts.
Mobile retailing is set to lead the way this season, a trend that will only intensify on Black Friday, as the chaos of stores and urgency to capture deals drives consumers to adopt the convenience of tracking and purchasing items at anytime from anywhere. Although Black Friday is set to be as popular as ever this year, the benefits from participating in the discounting frenzy may not outweigh the costs for some.”
Focus on Consumer Electronics
Karissa Chua, consumer electronics analyst at Euromonitor International
“The holiday season is always a bumper quarter for electronics retailers and manufacturers.
Smaller products like wearables and wireless speakers are expected to lead sales during Black Friday. Fashion-focused wearables from brands like Fossil and Michael Kors are likely to do well. These wearables will appeal to consumers who want to look trendy without spending a fortune on premium watches.
Speakers from brands like JBL and Ultimate Ears are also popular gift options particularly for the millennials as sales of wireless speakers is projected to grow by 21% to reach 58 million units in 2016.”
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