How much will retailers discount this Black Friday? Image: Patrick Shutterstock/Shutterstock
The run up to Black Friday 2021 has been marked by uncertainty – from supply chain delays and logistics staff shortages to the effect inflation and Covid-19will have on this year’s Christmas spending. Now it’s here we’ll be focusing on the data, as we look to find out how shoppers are buying in practice.
The questions we’ll be looking to answer include: are retailers taking part in Black Friday? What level of discounts are they offering? What are their key messages to shoppers? Are shoppers spending – and how, when and on what? We’ll be updating this piece regularly during the course of Black Friday, with the latest news at the top of the story.
The run-up to Black Friday
The final pre-Black Friday findings from etail association IMRG, reported yesterday, suggest that more retailers have started offering Black Friday-specific discounts every week in November. This week – up to November 24 – just under 200 of the 300 retailers that its research tracks have run Black Friday campaigns. While this the largest number so far – up from just over 150 last week – it’s still less than the 220 or so that took part in last year’s event, which was a largely online-only one as non-essential retailers had to close for most of November 2021. Andy Mulcahy, strategy and insight director at IMRG, says the pattern discounting this year may be affected by whether retailers have goods in stock.
And Love the Sales said on Tuesday that there were 35% more online retailers offering Black Friday discounts than a year earlier, with retailers including Asos, Ikea and Levi’s offering Black Friday sales earlier than before.
via https://AiUpNow.com November 26, 2021 at 04:50AM by Chloe Rigby, Khareem Sudlow,
