The headline reads: "Black Friday, Cyber Monday Sales To Rise 1.8%" and compared to negative numbers from last year, this is a shot in the arm for retailers. Radio Sales Today says that changes in the marketplace will make for a longer buying cycle this holiday season....
"The emphasis on early, strategic promotional pricing is forcing retailers to rethink their holiday calendar, making Black Friday (Nov. 27 this year) less of an event, with shopping spread out over a longer period. "This year, discounts started before Halloween, which means that Black Friday is just one large shopping day," he tells Marketing Daily. People won't spend more, he says, but they will do their Christmas shopping over a longer period of time.
Last year, the same survey predicted flat growth, and the year before -- a distant "good old days" memory for most retailers -- an 8.3% sales growth for Black Friday and 21% for Cyber Monday.
In addition to the ubiquitous discounts, CMOs say they will rely heavily on online campaigns and email promotions (53%), as well as special events (43%.)
Another indication of the changing landscape, says Vaughan, is that more CMOs named toys as the strongest category, with 39%. "One of the shifts in consumer mentality we've seen is that more and more, people are focusing on what's most important to them," Vaughan says. "They may cut back in other areas, but they won't cut back on toys for their kids."
Conversely, only 24% believe that consumer electronics -- a darling in many Christmases past -- will be the strongest. As a result, it's where CMOs expect to see the biggest discounts: 37% say it will be the leading category for markdowns"
Put yourself in the position to deliver an online campaign or e-mail blast to your audience, could a remote or holiday promotion offered to select merchants become the special event your client needs to succeed.