A Black Friday like no other

Categories: Salford Business School

It’s a Black Friday like no other. Dr Gordon Fletcher, retail expert from the University of Salford Business School, comments on how the annual shopping event has been changed by Covid-19.

Dr Fletcher said: “Black Friday is here. And like so much of 2020 it is a bit different.

“Building on the trend from the last few years this Friday itself has become more of a vague marker in the sand rather than being the start (or end) of anything. With restrictions on in-store shopping many retailers have had their Black Friday offers already online or available for collection for a week or longer.

“Without the iconic picture of queuing crowds outside an anchor tenant on the high street there is a sense of clarity and order in this year's bargain hunt. With no prospect of any office parties and until recently no clarity over who will be able to meet over Christmas some of the online contemporary fashion have gone particularly large with 70% discounts on their range.

“With the exception of a particular electric toothbrush brand this is where some of the biggest discounts are to be found. The regular cycle of introducing new technology - such as mobile phones and games consoles - means that substantial offers are available to buy the older generation of kit and for Amazon's own range of devices.

“With many already embracing the hope that the festive season brings there is a chance to focus on the reality of the deals themselves in this year's Black Friday. There are genuine offers to be found, but without the pressure of crowds pushing people to rash purchases there is also the opportunity for careful comparison and to potentially take advantage of the price match offer made by other retailers.”

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