Its name evokes the end of the year and bargain prices. Originating in the United States, Black Friday has established itself as a major commercial event just about everywhere, particularly in France. Forecasting firm VML has just published a report to help brands and retailers understand the issues surrounding this period.
Many brands, including cosmetics, slash prices during this period. “At first it was a day, then it became a week. Black Friday is now the starting point for a sustained shopping season,” explains VML.
In 2023, 32% of consumers said they had taken advantage of discounts well before Cyber Week. At the same time, shoppers are more demanding when it comes to online shopping. 56% of them no longer wish to shop on sites that do not meet their expectations.
According to the trends consultancy, there is a real challenge in keeping consumers’ attention during this increasingly long shopping period. “The key is to grab people’s attention now, and offer them a trickle of things to keep them interested. To some extent, artificial intelligence can help brands create highly personalised campaigns. For example, predictive analytics tools can provide a more complete picture of customers, as well as how and when they are likely to spend.”
Improving the shopping experience
Internet users shop on several types of medium: online shops, mobile applications, marketplaces and social media. When promotions start, consumers want to order quickly and demand a seamless experience.
Yet 40% of customers say they find it difficult to buy on …
