With end-of-year sales ‘marathon’ starting earlier and earlier in November, Australian retailers are rewriting their battle plans.
Since early November, the emails in Bernie Brookes’ inbox have been steadily piling up as retailers clamour to flaunt their deals and discounts on offer.
Shopper expectations and demands for Black Friday deals has meant the end-of-year shopping period, which traditionally peaked in December for the Christmas and Boxing Day sales, has. Retailers that once upon a time planned for a few weeks’ or a month’s worth of sales now need to plan for nearly two. “We’re seeing a lot of companies go much earlier in November, before Black Friday, and even deals that are happening after Black Friday and into the Christmas season. even more aggressive discounts on top of that.”Bellroy takes a conservative approach to sales: while it runs Christmas promotions, that period is not their biggest sales event of the year.
Consumers have responded: in the space of four years, revenue from Black Friday has doubled. “Four years ago, had journalled, ‘we just hit a record sales day’. Now looking back, that’s less than half of what we’re hitting now.” To encourage those who shopped during Black Friday sales to return for Christmas and Boxing Day, retailers have had to differentiate their offers. Consumers who were buying gifts for others during the four-day sales period are now starting to shop for themselves and for summer, with party dresses, party shoes, swimwear and holiday clothing ticking up, Robinson added.
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