Gifts Today magazine

All about the sales

Everyone’s jumping on the Black Friday and Cyber Monday bandwagons

Shops expect £360,000 to be spent every minute during today’s Black Friday sales, according to Visa, and a further £281million forecast for Cyber Monday, the biggest day for online shopping, greetings publishers and retailers have been getting on board.

A number of the big retailers’ websites have already crashed today under the strain of would-be bargain hunters, with Sky News and Mail Online reporting Boots, Argos, Currys and Tesco Direct sites going down for some time while some of the big bricks and mortar stores have been besieged and had to close for safety reasons.

Steve Rivers, CEO of Intelligent Reach said: ‘The upcoming super Weekend of Black Friday, Sofa Sunday and Cyber Monday forms the start of the build-up to the busiest period for online retailers.

‘To maximise this opportunity, retailers need to consider both the offering and accessibility of products. This means ensuring products are everywhere that consumers are looking – rather than expecting busy shoppers to seek them out – in a format they expect and in the right language, while also making sure offers are competitive when price sensitivity is heightened.

‘Especially important during the busy Christmas period, retailers should consider discounting at a product level rather than offering blanket discounts across the entire product catalogue; such approaches can often result in unnecessarily reducing margins where a retailer may have already been the best priced.

‘Other vital factors for a successful festive trading include stock availability, customer ratings and delivery dates which all form a key part of the buying process.

‘Ultimately, while avoiding getting swept along in the discount frenzy this Christmas, careful planning combined with accessibility will help retailers take full advantage of heightened consumer spending.’

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