In this comprehensive report, Angela Thompson shares marketing insights on Black Friday patterning.
Retailers’ promotions during Black Friday were significantly reduced this year; both in number of promotions offered and the richness of those offers
Retailers spread out their promotions for a longer period of time to reflect a lower in-store capacity and acknowledge a shift of consumer behavior driven by COVID-19. In order to provide a longer promotional time period, retailers were financially driven to reduce how high they discounted products
Further, with the expected increase of online orders, free shipping offers often required thresholds. 1/3 of the retailers offering free shipping required a minimum purchase; often around $50
Last year, more retailers shifted to a percentage reduction on specific styles or items (moving away from an entire store promotion viewed in 2018), and many followed a similar strategy in 2020. Select items were offered on promotion, frequently with a range of percentage discounts across the site, depending on the product or category
While mass retailers continued doorbusters, especially earlier in the holiday selling period, specialty retailers backed down from this strategy, as they mitigated their risk of selling low margin items online and while knowing that a drive to store push may not be as successful this year as in the past
GWP, PWP and PLCC messaging were also very low this year. Alternative financing options, such as Klarna and Affirm, were reinforced in direct marketing more frequently than observed in previous years
Retailers used their direct marketing communications to remind customers of BOPIS and curbside options. Few, however, capitalized on this method of pickup with an associated promotion for selecting this option over shipping.
Information in this report include:
- Key takeaways from 2020
- Observations by brand
Download the full report, 2020 Black Friday Patterning, from ThompsonMarketingConsulting.com.
Umbrex is pleased to welcome Nicholas Gertler with Galen/Atlantica. Nicholas is co-founder of Galen/Atlantica, a boutique agency that shapes markets and co-creates health. He works with the global pharmaceutical industry across the medicines lifecycle on issues of regulation, access, medical and policy, and with medical foundations addressing complex multi-stakeholder issues. An enduring passion is solving antimicrobial resistance, while a new focus is the proper application of artificial intelligence to medical decision-making. He has co-led a dozen initiatives bringing together senior leaders and leading experts across industry, government and civil society.
While at home, he is vastly outnumbered by his wife and two daughters. While traveling, he strives to sing karaoke in every city he visits.
Nicholas would be excited to collaborate on issues at the intersection of science, strategy and policy and on innovation in general.
Umbrex is pleased to welcome Tegan Blaine with Blue Cairn. Dr. Tegan Blaine is founder and principal of Blue Cairn Group, which specializes in consulting around climate change leadership and action. She has over 20 years of experience in climate science, policy, and international development, most recently serving as a vice president on a climate change initiative at the National Geographic Society. She also led the climate change team in USAID’s Bureau for Africa for over a decade, where she developed USAID’s strategy and investment plan for its climate change work in Africa, and built and led a team that provided thought leadership and technical support to USAID missions in Africa. Before USAID, Tegan worked on climate change and international development at McKinsey & Company; served as a policy advisor on water at the U.S. Department of State; and taught math and physics as a Peace Corps volunteer in Tanzania.
Tegan is happy to collaborate on projects focused on climate change or sustainability, both internationally and domestically.