Black Friday is a sales phenomenon that has become a milestone in the global commercial calendar.Original from the United States, this promotional date has gained international proportions, attracting consumers eager for discounts and must-see 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 the Friday following the Thanksgiving holiday in the United States, marking the unofficial start of the holiday shopping season.It is characterized by significant discounts offered by retailers on a wide range of products, from electronics to clothing and home items.
2. Historical Origin:
2.1. First Records:
The term “Black Friday” has controversial origins. One theory suggests it referred to the day when retailers finally moved from the “red” (loss) to the “preto” (profit) on their financial balance sheets.
2.2. Evolution in the USA:
Initially a one-day event, Black Friday gradually expanded, with some stores opening on Thursday night for Thanksgiving and offerings extending into the weekend.
2.3. Globalization:
From the 2000s, the concept spread globally, being adopted by several countries, each adapting it to their commercial and cultural realities.
3. Economic Impact:
3.1. Financial Transaction:
Black Friday generates billions in sales annually, accounting for a significant portion of the annual turnover of many retailers.
3.2. Creation of Temporary Jobs:
To meet demand, many companies hire temporary employees, positively impacting the job market.
3.3. Stimulation 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 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 be aware of offers.
4.3. Exclusive and Limited Offers:
Strategies such as “while the” stocks last or “offer valid only in 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 notifications of offers in real time.
6. Challenges and Controversies:
6.1. Overcrowding and Security:
Incidents of rioting and violence in physical stores have led to concerns about the safety of consumers and employees.
6.2. Deceptive Practices:
Accusations of price inflation before discounts or bogus offers are common during the period.
6.3. Environmental Impact:
Criticism of excessive consumerism and its environmental impact has gained momentum in recent years.
7. Global Adaptations:
7.1. Cultural Variations:
Different countries have adapted Black Friday to their realities, such as the “Singles Day” in China or the “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. Customization:
Increasing use of AI and big data to offer personalized discounts based on purchase history and consumer preferences.
8.2. Immersive Experiences:
Incorporation of virtual and augmented reality to improve the online shopping experience.
8.3. Sustainability:
Increased offerings in sustainable products and social responsibility initiatives by companies.
Conclusion:
Black Friday has evolved from a local sales event in the United States to a global consumer phenomenon. Its influence extends far beyond retail, impacting economies, consumer behaviors and marketing strategies around the world. While it continues to adapt to technological changes and consumer demands, Black Friday remains one of the most anticipated business events of the year, challenging companies to constantly innovate in their approaches and offerings.
