What Abacus Alliance Members Think about Black Friday

18-Nov-2016 10:00:00 / by Roger Williams

Roger Williams

Black Friday image.jpg

Next week the Black Friday bun-fight is once again upon us, and the differing predictions around retailer boom versus doom are in full swing.

An online rather than in-store event? To fight the Black Friday tide or potentially miss out on a new seasonal peak? An opportunity to reach a new audience and build market share? How to balance increased sales but not necessarily increased profits?  These are some of the issues multi-channel retailers are wrestling with.

We took the opportunity to ask several Abacus Alliance members what Black Friday meant to their businesses. In particular, how they were altering their approach to accommodate Black Friday; whether it impacts their offline planning or if it’s more an online phenomenon; and if it is changing the traditional Christmas buying behaviours of their customers.

The interviews were with multi-channel retailers from different sectors and different target audiences, embracing furniture, high end women’s fashion, games and puzzles and organic clothing. Obviously there are differences of opinions but all agree they are having to be involved in some way.




Roger Williams

Written by Roger Williams

A B2B marketer from start to finish with a penchant for all things data and ad tech. Has a desire to simplify communications.