High streets retailers must not join Amazon in a race to the bottom on Black Friday 2018 Rather than pit themselves against online giants like Amazon on 23 November, retailers have been told use their own expertise to focus on the customer, __________________________________________________________________________________ The influence of Black Friday on our Christmas shopping is also stuttering. Only 13% of shoppers claimed to buy their Christmas presents on Black Friday, marginally up from 10% two years ago. Young people aged 18-24 years old were one group remaining loyal to Black Friday, with a third holding off buying items until after the event, compared to just 5% of the 65+ demographic. Younger shoppers also preferred Black Friday to the more traditional January sales. Commenting on the findings, the7stars? Frances Revel said:??Black Friday is often referred to as the biggest shopping day of the year, but it?s clear from our research that sentiment is changing and the ?magic? of previous years is really starting to wear off.
“Instead of being seen as a one-off chance to find lots of amazing deals, the Black Friday marketing period is now considered confusing to consumers; a largely American tradition that makes little sense here in the UK, and a practice that is encouraging already troubled retailers here to engage in a ?race to the bottom??.Revel added:??In an insecure political climate, with the value of the ? fairly volatile, this might be the first year we see the tides begin to turn on Black Friday from both a shopper and retailer perspective.? Read more from our High Streets Initiative:
- High street crisis worsens with 85,000 jobs lost this year
- High street closures: 14 shops vanishing each day in the UK
- Embattled retailers demand end to ?disproportionate? tax rates
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