How Ulta Beauty won Black Friday despite its site crashing on the critical shopping holiday
Most stores saw fewer visits from shoppers this Black Friday. One cosmetics retail was the exception.
Stagnant or declining Black Friday foot traffic suggests that it is losing importance as a shopping event as retailers start holiday sales earlier in the season, said Ethan Chernofsky, vice president of marketing at Placer.ai. But beauty, health, and wellness products like those sold at Ulta are among the items that can still draw customers to physical stores, Chernofsky said.
Unfortunately for the brand, shopping in person on Black Friday was consumers' only choice for much of the day.Ulta's website was down at the start of the Black Friday holiday. After roughly two years of COVID restrictions, many people are returning to offices, conferences, and other in-person occasions where wearing makeup makes sense, he told Insider.
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