Why A Weaker Black Friday Is A Good Thing For Retailers

We are approaching the time of Black Friday soon. Black Friday is obviously a key date for any US retailers. It is the day when usually retailers start to break the even point and earn money. It is so huge in the results of US retailers that French retailers have started last year to launch this sales season, in order to boost sales before Christmas.

I read last year an article I found on Twitter about how the impact of Black Friday was slowing down in the US. According to the article, 19 percent of Americans report that they’ve already spent between $100 and $500 on holiday shopping—having started as early as September—and 18 percent of consumers now believe the best holiday deals happen before Thanksgiving. (They’re right, too. An analysis of 4,500 retail websites by Adobe Systems shows the best sales now hit the Monday before Thanksgiving.)

But I believe that this change in consumer habits is a good thing for retailers. Indeed, it is never good to concentrate too many sales on such a short period. Also, promotions are great to generate traffic, boost sales, and get marketshares, but as everyone concentrates their effort on the same date, a lower promotional pressure may allow retailers to improve profitability.

Anyway, Black Friday will still remain one of the top date for retailers, and an important event not to miss.