Angela Thompson shares retail observations on this year’s Black Friday sales.
Happy to share a link to my recent Black Friday podcast with The Robin Report based on my observations last week.
Some of the main takeaways from my visit to Easton. Town Center in Columbus, Ohio include:
– First, Black Friday will remain important to consumers as they maintain their purchasing rituals; both online and in store. It’s a day of appointment shopping and even though they are likely spreading out their purchases to capture deals earlier in the season, they won’t be ignoring Black Friday anytime soon.
– Black Friday traffic was incredibly strong in beauty retailers. SEPHORA and Ulta Beauty were both congested and lines to check out were more than 20 people deep, even though the promotions were similarly available online. These stores were filled with younger shoppers experimenting with the products and snapping up gift sets, which may or may not even be on sale.
– Premium specialty brands such as Abercrombie & Fitch Co., Lilly Pulitzer and Madewell, which rarely offer store-wide promotions, appeared to experience a surge of traffic as well. Even when this percentage is down from previous years, it is still a cost savings for consumers on premium specialty brands, which have seen an increase in overall retail pricing.
– In-store only promotions, such as Old Navy’s $5 pajama pants, drove consumers across the lease line; even in the case for a brand which has been promoting deals since the beginning of November.
– Mass retailers, which have offered deals since the beginning of November, were far less busy in stores this Black Friday compared to previous years.