Black Friday: the commercial offensive is already launched

For the past few days, your mailbox has been full of flyers or other promotional announcements around Black Friday. There is the Carrefour catalog dedicated solely to this event with offers from November 20 to 30. That of Conforama which offers since Tuesday (and initially until December 3) reductions of up to 50%, just like Gifi until this Sunday on dozens and dozens of products, according to a statement by Elisabeth Cony, expert in commercial action plan.

In short, in these stores, Black Friday has in fact already started! It is moreover a common practice in recent years to launch promotional offensives upstream. According to the comparator The Finder, last year, “a clear drop in prices” was noted from November 20, more than a week before the official date of the event, with a peak reached on D-day.

Would the trend have been the same this year? It is too early to tell. All the more so with the uncertainties linked to the re-containment and those surrounding this operation, communication has become more discreet, particularly from the heavyweights of e-commerce, the main players in the event. Amazon has suspended its pre-campaign, Cdiscount has not announced anything on radio or television, just like Fnac-Darty.

No longer say “Black Friday” but Christmas shopping, etc.

But beware, “if the Black Friday-branded promotions are less visible,” points out Anna Perret, spokesperson for the Idealo comparator, that does not mean that they have disappeared. Sometimes they’re just presented differently. Like the “Huawei days” launched this Friday until the end of the month: “This is an operation that has been planned for a long time and has already been carried out several times in the past,” said a spokesperson. But even if Black Friday is not mentioned, that it is scheduled for the last week of November is not trivial.

“You can also find promotions presented as Christmas tips at merchants,” says Anna Perret. This is the case at Fnac-Darty, which has been offering reductions for “Christmas shopping” for a few days, or at Cdiscount which has already opened the doors of its dedicated “Christmas shop” site, again with planed prices.

This leaves these distributors more flexibility to manage this postponement of one week of Black Friday. And for those who have already officially launched the promos, should they stop everything? Nobody really wants to answer. Thus, if Carrefour or Leclerc say they are ready to “suspend the operations planned from November 27 to 29”, it should be possible to benefit from the promotions announced in its catalog the previous days.

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