After adopting the tradition from our friends in the US, Black Friday has well and truly infiltrated its way into the Aussie culture. It’s that day of the year where businesses have the opportunity to really leverage their customer base and advocate their brand.
Black Friday has undeniably grown exponentially over the years, gaining a lot of traction amongst Christmas shoppers hungry to save on this year’s gifts. But as with all trends, Black Friday is evolving and adapting – and much of its metamorphosis can be credited to the surge of online shopping.
Remember the days where customers stampeded through shopping centres in search for the best Black Friday deals?
Those moments of madness have largely simmered, partly because businesses have elongated ‘Black Friday’ beyond the 24-hour window, but mostly because of the rise of the e-commerce market.
Where ‘Cyber Monday’ was once a kind of Black Friday afterthought, retail experts are now encouraging shoppers to look for the best deals online rather than in-store. This means less physical brawls in the rush to snatch up the best deals, and more opportunity for businesses to establish a global customer base.
Consumers are now most likely to make Black Friday purchases via mobile phones
Forget the desktop computer; customers prefer to rely on their handheld devices to do their shopping these days. This is hardly a surprise, given the recent stats about smart phone usage, but it certainly indicates the importance for businesses to add an e-commerce mobile app to their marketing strategy. A website simply isn’t enough anymore – shoppers want to search and make easy purchases with a few quick taps of the finger.
Now that we’ve established the 2016 Black Friday trends, let’s take a look at how major companies are selling themselves this year:
1. Apple is proving to be a key player in the Black Friday marketing game. Ever the marketing magnate, Apple has become somewhat of a shining beacon for the Black Friday sale. Consumers are quick to research the beloved tech company’s best deals this time of year, taking advantage of the chance to save a bit of money on updating their digital devices.
This year, Apple is offering gift cards varying in value from A$35 to A$200 when customers purchase:
- The iPhone SE or iPhone 6 (paid in full)
- Selected iPad models (i.e. iPad Pro, iPad Air 2 and iPad Mini 4)
- The Apple Watch Series 1
- Select Mac computers
- An Apple TV
2. Amazon is stretching the sale out for the month. Leading the way in the online marketplace, Amazon has decided to really capitalise on the marketing opportunities offered by Black Friday by turning the tradition into a month-long affair. Launching its latest deals at the beginning of November, the digital retail giant has vowed to keep them running until the very last minute – 23:59 today, to be precise.
3. Online Australian clothing retail chains are offering huge discounts. While Black Friday sales are still huge for popular store-fronts like Peter Alexander (50% off selected styles this year) and Cotton On (40% off everything storewide), clothing businesses that operate purely online are increasingly jumping aboard the bandwagon. This Black Friday, customers can expect:
- 30% off sale picks from THE ICONIC
- 50% off storewide from Missguided
- 30% off top picks from Surfstitch
So, go forth, scroll away, and make the most of this year’s Black Friday sales.