5 Ways Black Friday Will Be Different In 2020
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Black Friday has become a holiday in its own right in recent years. As the unofficial start to the holiday shopping season, Black Friday serves as a great opportunity for stores to bump up sales and cash in on eager shoppers.
But like most things in 2020, Black Friday will look different this year. Brands must adapt to the changes or avoid getting overlooked during this busy time of year.
Here are five ways Black Friday will be different in 2020:
1 . It’s almost entirely online.
Say goodbye to the long lines around the store in hopes of customers getting their hands on a limited number of doorbusters. This year’s sales are almost entirely online. In-store shopping is extremely limited due to COVID-19 restrictions and general anxiety about gathering in large crowds, which has forced most stores to move their sales online. Of consumers around the world, 39% say they intend to shop more online during the holidays than they did last year. Shopping online also allows customers to browse, compare prices and take advantage of more sales than if they were only shopping in person.
2 . It will start earlier and last longer.
Thanksgiving may still be weeks away, but Black Friday is already in progress for many stores. With the move to online sales and Amazon Prime Day in October to kick off holiday shopping, many stores started rolling out sales weeks earlier than they have in the past. Many stores are running “Black Friday” deals all month long. The extended deal period is both good and bad: there are plenty of deals to be had and eager customers, which is good news for brands. However, customers are already starting to get fatigued and overwhelmed by the volume of deals. With such a long sales period, brands need to keep customers energized with fresh deals and clever communication.
3 . Stores will be closed on Thanksgiving.
In recent years, many stores made waves by choosing to open Thanksgiving afternoon or evening, and the line blurred between Thanksgiving and Black Friday. Stores like REI and Costco started bucking the trend a few years ago, and their movement has gained popularity this year. Huge retailers like Macy’s, Walmart, Target and Kohl’s have announced they will be closed on Thanksgiving to give their employees a chance to spend the day with family or stay safe on their own. Closing down on Thanksgiving gives stores a distinct break from their other sales and allows shoppers to come back rested and refreshed after Thanksgiving.
4 . Advertising will use technology.
With the majority of sales online, stores will leverage the online relationships they’ve been building with customers for months. Brands will rely on technology to spread the word, especially through Instagram and email. Instead of the huge stack of catalogs and newspaper inserts that used to be delivered the week of Thanksgiving, brands will advertise their sales online. Utilizing technology allows brands to be more targeted in who they approach and helps connect each potential customer with the best deal for them.
5 . Stores will use new shipping methods.
The pandemic has put a strain on the already fragile mail system, and major delivery companies have already warned companies of slow shipping times. To combat potential delays, customers will likely shop online earlier to give their packages more time to get to their destination. A growing number of customers will take advantage of BOPIS (buy online, pick up in store) or curbside pickup. One survey found that 77% of marketers are offering curbside pickup and delivery as a result of the pandemic, and that is sure to grow around Black Friday. Stores with physical locations where customers can easily pick up items may have an advantage over strictly online companies that have to fight against slow shipping times.
Black Friday 2020 may look drastically different than past years, but one thing will stay the same: there are still plenty of deals to be had. Stores that can adapt to the changing global dynamics and trends can potentially see big results this holiday season.
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Article first published on forbes.com.
Blake Morgan is a customer experience futurist, keynote speaker and author of the bestselling book The Customer Of The Future.
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