2023-11-20 09:35:00
Black Friday is this Friday. An event that grows more and more every year, but which also fractures the world of commerce. More than ever, there are those who believe that it is necessary to align and offer promotions even in small independent businesses, and those who do not want to hear about it. We even see the emergence of a real revolt against this event.
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Proof of this is this latest SNI study, which indicates that three out of four traders do not participate in the action. Thus, 72% of merchants do not participate in Black Friday “The main reason is that they consider that it is mainly a hype coming from the United States (44%), but also because one in four (25%) think there are too many discount periods in a short period of time. When retailers participate in Black Friday, it is mainly to get rid of their (too) large remaining stock (59%). In fact, more than half of retailers (57%) still have more than 40% of their stock. More than one in three merchants (34%) participate in Black Friday under pressure because other merchants, particularly large chains, also participate,” we learn.
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What also bothers traders a lot, according to this study, is increasingly anticipated communication. “The impact of these discount days like Black Friday is enormous. For some time now, consumers have been bombarded with advertisements for discounts linked to Black Friday. And earlier than usual. The retailers who participate, and this remains a minority, want to communicate very early so as not to miss the boat, especially since the large chains are already taking advantage of it. This strategy of communicating earlier and earlier around Black Friday is often detrimental to your own sales, because it often leads to the unnecessary postponement of certain purchases, especially in a period that is always quite hectic. We must also remember that low prices reduce margins and are disastrous for a company’s profitability. Less profit means less money to invest to grow your business.”
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