Industry news

11.23 - "Black Friday" Survival Guide

On November 23, the annual "Black Friday" shopping season in Europe and the United States kicked off. The price reduction promotion of major shopping malls and the scenes of consumers crazing to buy have to be staged again.


[First step: preparation]
Shopping carnival, do you want to participate?
“Black Friday” is a traditional shopping festival in Western countries. It was first launched by large retailers such as Wal-Mart and Amazon in the United States, and then “exported” to countries such as the United Kingdom and Brazil. Although its limelight in China has been overshadowed by the “Double Eleven” in recent years, it is still one of the most important shopping seasons abroad.

This seemingly unlucky name is actually because American malls generally use red pens to record deficits and black pens to record profits. On the Friday after Thanksgiving, people’s crazy shoping often makes the merchants make a lot of money, so it is called “Black Friday”.

According to a survey by the National Retail Federation of the United States, this year's "Black Friday" will remain the busiest day for businesses, with 116 million Americans saying they plan to go shopping at stores and malls that day.

What is the most popular on "Black Friday"?  The New York Times said that electronics and small items are often the most popular. A survey in Brazil shows that people most want to buy electronics, furniture, fashion and beauty products.


[Step 2: Price Comparison]
Is it really the "lowest price of the year"?
The promotion of “Black Five” can be described as overwhelming, and many merchants have hit the eye-catching labels such as “the lowest in the year” and “shocking price”. In addition, there are stores that have introduced a “same price” policy in which consumers can ask the store to lower the price of the product to the same level as its competitors.

However, a report by the British consumer rights organization "Which?" shows that the price of "Black Friday" promotional items may not necessarily be the lowest price of the year.

An example of this report is Amazon's "Black Friday" price of £799 for a TV in 2017. However, in the second half of the year, the same TV was sold for £749 in 62 price reduction activities. From the end of December 2017 to the beginning of January 2018, the price is as low as £599 for four days.

Therefore, if you want to buy really affordable goods, the foreign media's suggestion is to know what you want to buy before shopping, optimistic about the price in advance, to avoid impulse shopping.



[Step 3: Queue]
No pain No gain
For many Americans, their childhood Thanksgiving was spent like this: eating turkeys at noon and at night, watching TV live Thanksgiving Day Parade. At night, they went to the department store to line up in front of the door, waiting for the next morning to open the door to buy the favorite discounted goods.

Queuing can be said to be an important "tradition" of "Black Friday". Almost every year, you can see the scene of some merchants lining up at night. In particular, some goods that have a lot of discounts and need to be snapped up. In order to be able to buy them, some people even camped tents several days in advance, just to grab the first opportunity.

In addition to queuing in advance, the strategy of queuing is also important. Many people will make a few friends to come together, stay in the 24-hour shift, and watch their position. In places where the weather is cold, the queues must be fully prepared, with cotton coats, quilts, and even some people holding the stoves around.


[Step 4: Buying]
Patience and physical strength test

The merchants advertised the "Black Friday" discount promotion without any scruples, which was purposed to create an avid buying atmosphere. On the one hand, this helps to create a lively holiday atmosphere, but on the other hand, competition is also prone to accidents.

Sometimes, customers squash in order to compete for cheaper TV sets, computers or clothes. Others use pepper spray, throwing goods, destroying shops, looting, and even shooting.

After the "Black Friday", the scene of the mall "a mess" is not uncommon.

What's more, in 2008, a Wal-Mart employee was trampled to death on Long Island, New York. In 2011, there was a massive chaos in both Los Angeles and Kinston, North Carolina. In 2017, a gun is on fire in the parking lot of a mall in Missouri, and a 19-year-old man was injured...


[Appendix: Guide to Lazy People]
Shopping malls fight, why not shopping online?
With the development of e-commerce, "Black Friday" has ushered in "Cyber Monday", and many people "fight again" online. Online consumption is convenient and fast, so you don't have to queue up in the cold wind all night, not to fight hard in the crowd, so it also attracts a large number of consumers.
In order to “grab the ground” with the physical store, many e-commerce companies listed a list of discounted goods and opened online reservations a few days in advance. Most large retailers also offer online shopping, and most of the "Black Friday" discounts can be found online.

Data from the past few years show that, in general, the price of TV and game consoles is more favorable on Thanksgiving and "Black Five", while laptops and clothing tend to be cheaper on "Cyber Monday".

According to data from Adobe Research, in 2017, online retail sales of US retailers on Black Friday and Thanksgiving reached a record $7.9 billion.



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