Black Friday is a sales phenomenon that has become a milestone on the global commercial calendar. Originally from the United States, this promotional date has gained international proportions, attracting consumers eager for discounts and unbeatable offers. In this article, we will explore in detail what Black Friday is, its history, economic impact, marketing strategies involved, and how it has adapted to the digital landscape.
1. Definition:
Black Friday is traditionally held on the Friday following Thanksgiving in the United States, marking the unofficial start of the Christmas shopping season. It is characterized by significant discounts offered by retailers on a wide range of products, from electronics to clothing and household items.
2. Historical Origin:
2.1. First Records
The term "Black Friday" has controversial origins. A theory suggests it referred to the day when retailers finally moved from "red" (loss) to "black" (profit) on their financial statements.
2.2. Evolution in the USA
Initially a one-day event, Black Friday gradually expanded, with some stores opening on Thanksgiving Thursday evening and deals extending through the weekend.
2.3. Globalization
From the 2000s onwards, the concept spread globally, being adopted by several countries, each adapting it to their commercial and cultural realities.
3. Economic Impact:
3.1. Financial Movement
Black Friday generates billions in sales annually, representing a significant portion of many retailers' annual revenue.
3.2. Creation of Temporary Jobs
To meet demand, many companies hire temporary employees, positively impacting the job market.
3.3. Stimulus to the Economy
The event stimulates consumption and can serve as a thermometer for economic health and consumer confidence.
4. Marketing Strategies:
4.1. Anticipation and Extension
Many companies start promoting Black Friday deals weeks in advance and extend the promotions for days or even weeks after the official date.
4.2. Expectation Campaigns
Creation of campaigns that generate expectation and anxiety in consumers, encouraging them to pay attention to offers.
4.3. Exclusive and Limited Offers
Strategies such as “while supplies last” or “offer valid only for the first few hours” are commonly used to create a sense of urgency.
4.4. Multichannel Marketing
Integrated use of various communication channels, including TV, radio, social media and email marketing.
5. Black Friday in the Digital Environment:
5.1. E-commerce
The growth of online sales has transformed Black Friday into an equally powerful event in the digital environment.
5.2. Cyber Monday
Created as an online extension of Black Friday, focused especially on electronic products.
5.3. Applications and Technologies
Development of specific apps for Black Friday, offering price comparison and real-time offer notifications.
6. Challenges and Controversies:
6.1. Overcrowding and Safety
Incidents of rioting and violence at physical stores have led to concerns about the safety of consumers and employees.
6.2. Deceptive Practices
Accusations of price inflation before discounts or fake offers are common during the period.
6.3. Environmental Impact
Criticism of excessive consumerism and its environmental impact has gained strength in recent years.
7. Global Adaptations:
7.1. Cultural Variations
Different countries have adapted Black Friday to their realities, such as “Singles Day” in China or “White Friday” in some Arab countries.
7.2. Regulations
Some countries have implemented specific regulations to protect consumers during this period of intense sales.
8. Future Trends:
8.1. Personalization:
Increasing use of AI and big data to offer personalized discounts based on consumer purchase history and preferences.
8.2. Immersive Experiences
Incorporation of virtual and augmented reality to improve the online shopping experience.
8.3. Sustainability:
Increased supply of sustainable products and social responsibility initiatives by companies.
Conclusion:
Black Friday evolved from a local sales event in the United States to a global consumption phenomenon. Its influence extends far beyond retail, impacting economies, consumer behaviors, and marketing strategies worldwide. As it continues to adapt to technological changes and consumer demands, Black Friday remains one of the most anticipated shopping events of the year, challenging companies to constantly innovate in their approaches and offers.
