Full speed ahead for Black Friday deals

Amazon´s Prime Day kicked off the e-commerce promotions in the pre-Christmas push this week, and now attention is turning to Black Friday, celebrated in Spain on 24 November.

E-commerce is already positioned as the sales channel preferred by consumers on peak consumption dates such as Black Friday, for which retailers prepare their sales and digital marketing strategies months in advance. The months of November, December and January are key for the brands’ annual turnover thanks to the discount days (Single’s Day, Black Friday and Cyber ​​Monday, Christmas, Three Kings, and of course the January Sales) that represent more than 35% of total sales in the fashion, home, beauty and technology categories, according to data from Redegal, a global digital company.

Black Friday is one of the times of the year with the highest purchasing intention and for which consumers create their wish lists a month in advance, allowing brands to identify the products that generate the most expectation and, therefore, they will enjoy promotions. This initial moment of discovery is essential in planning the rest of the strategies corresponding to each phase of the conversion funnel.

Furthermore, in recent years, the search trend shows in October an increase in generic searches by consumers related to the search for information and global knowledge of the offer. However, as of the first and second week of November, Redegal data reveal a significant change towards searching for brands and e-commerce records with which users begin to prepare their online baskets.

The analyses and success stories show the importance of studying the target and potential audience and the channels in which they are present in order to propose effective strategies during the preparation of Black Friday. In this way, Redegal experts recommend taking advantage of this early interest and point out that strategies to generate expectation with early discounts are key to differentiating yourself from the competition and generating an increase in attraction, desire and anticipated demand for the products some time before the celebration of it. With them, the brand is placed in the consumer’s ‘Top of Mind’ and establishes a positive correlation with the rest of the days created to encourage e-commerce and total sales of the year.

“The discount days are important dates for the Spanish economy and society. For months, users save to buy the desired products influenced, in part, by the different promotional marketing strategies developed by brands and the economic situation. The Spanish economy is growing more than the European average as a result of the drop in inflation and households are acquiring greater purchasing power, creating a very favourable context for increased consumption in the coming months. Thus, the creation of a digital marketing strategy that serves as a roadmap to achieve the stated objectives and the increase in the budget allocated to compete positively in advertising auctions are the keys to success”, according to Alicia Araujo, from Redegal.

From a consumer´s point of view, it is worth noting that some of these offers may not be quite as attractive as they might seem, with historic evidence by consumer groups showing how prices are often inflated before being discounted, and many of them not satisfying the minimum legal requirements under Spanish consumer law to qualify as being offers or discounted, to which caution should always be exercised.

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