The once traditional kickoff to the holiday shopping season has changed dramatically since the era of midnight lines, mall crowds and doorbuster mayhem.
The annual sales event no longer creates the midnight mall crowds or doorbuster mayhem of recent decades, in large part due to the ease of online shopping and
Hoping to entice equivocating consumers, retailers already have spent weeks bombarding customers with ads and early offers. Still, whether visiting stores or clicking on countless emails promising huge savings, tens of millions of U.S. shoppers are expected to spend money on Black Friday itself this year.Industry forecasts estimate that 183.4 million people will shop in U.S.
At the same time, earlier and earlier Black Friday-like promotions, as well as the growing strength of other shopping events still planned to shop in stores this year.It’s no secret that Black Friday sales don’t last just 24 hours anymore. Emails promising holiday deals now start arriving before Halloween.“Black Friday is no longer the start of the holiday shopping season. It has become the crescendo of the holiday shopping season” during what now feels like “Black Friday month,” Zhang said.
Linking pre-Thanksgiving sales with Black Friday is also a marketing technique since it’s a name consumers recognize and associate with big, limited-time bargains, Zhang said.An Amazon employee stocks products along one of the many miles of aisles at an Amazon.com Fulfillment Center in Phoenix on Cyber Monday in 2013., and $15.7 million per minute during the day’s peak sales hour, acccording to Adobe Analytics. On Black Friday, they spent $9.8 billion online, Adobe Analytics said.
Enough people still enjoy shopping in person after Thanksgiving that the activity is unlikely to become extinct, Boston University’s Zagorsky said.While Black Friday’s significance “is being slightly diminished” over time, the shopping event is still “a way to connect with others,” he said. “This social aspect is important and will not disappear, ensuring that Black Friday is still an important day for retailers.
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