益普索-2018“黑色星期五”调查报告（英文）-2018.11-8页

Black Friday: Shifting its Centre of Gravity

核心内容

Black Friday, originally a term used in the 1960s in Philadelphia to describe the day when retailers turned a profit, has evolved into a global retail phenomenon. It began as a one-day shopping event following Thanksgiving in the US, but with the rise of e-commerce and the internet, it has transformed into a multi-day, international shopping marathon. The event has seen significant expansion beyond the US, with American retailers leading the way in introducing it to other countries.

主要观点

• 起源与演变
  Black Friday started in the US as a one-day event but has since expanded globally, becoming a multi-day phenomenon. It has shifted from being a physical store event to an omni-channel experience, with Cyber Monday as its online counterpart.

• 全球化扩展
  American retailers have successfully introduced Black Friday to markets outside the US, such as Canada, the UK, Australia, and China. In some cases, local entrepreneurs have taken the initiative, like in Russia and South Africa. However, in countries with strict discount regulations, such as France, the event has not been as successful.

• 消费者与零售商的视角
  While most consumers enjoy the opportunity to get deals, retailers face challenges such as margin compression, operational strain, and competition from other events like Amazon's Prime Day and Alibaba's Singles' Day. Some brands, like Apple, have distanced themselves from Black Friday, signaling a potential shift in its appeal.

• 未来趋势
  Black Friday must evolve to remain relevant. It should focus on value growth, targeted discounts, and a better shopping experience rather than just slashing prices. The event is increasingly seen as a self-purchase occasion, distinct from the festive season's gift-giving focus.

关键信息

• 时间线

  • 1960s: "Black Friday" first used in Philadelphia
  • 1980s: Term used to describe the start of the retail profit season
  • 1990s: Became a national US event
  • 2005: Surpassed Christmas Eve as the busiest shopping day in the US
  • 2009: Introduced to Canada
  • 2010: Arrived in the UK
  • 2011: Australia joined
  • 2014: Checkers introduced it in South Africa
  • 2016: US Black Friday sales from mobile devices exceeded $1bn
  • 2017: Amazon Prime Day outperformed Black Friday and Cyber Monday sales
  • 2018: Black Friday fell on 23rd November, the earliest since 2012

• 市场表现

  • In 2017, global sales on Black Friday were 6 times greater than a regular Friday
  • In Pakistan, spending was over 100 times higher
  • In the US, Black Friday lost its title as the busiest shopping day in 2014
  • In the UK, 24% of shoppers shopped exclusively in-store in 2017, but this is expected to halve in 2018

• 挑战与问题

  • In the US, the shift to opening on Thanksgiving Day has reduced its appeal
  • Overcrowding and operational strain are common issues
  • Everyday promotions and discounters have reduced the exclusivity of Black Friday deals
  • Amazon's Prime Day and Alibaba's Singles' Day are now larger and more appealing than Black Friday

• 未来建议

  • Retailers should focus on value growth and targeted offers
  • They need to enhance their omni-channel capabilities to provide a better shopping experience
  • Black Friday should differentiate itself by emphasizing self-purchase rather than gift-giving
  • It must become a more sophisticated and sustainable event for retailers, not just a sales day under strain

重要趋势

• Black Friday is no longer just a physical event but has become a digital and omni-channel experience
• The event is losing its relevance in the US, where it has been diluted by multi-day promotions and competition
• The rise of events like Singles' Day and Prime Day has challenged Black Friday's dominance
• Retailers must adapt their strategies to survive and prosper in the evolving retail landscape

总结

Black Friday, once a US-centric retail event, has become a global phenomenon driven by the internet and media. However, its original purpose and appeal are diminishing in its home market due to changes in consumer behavior, competition from other events, and operational challenges. To remain relevant, Black Friday must evolve beyond a mass-market, price-cutting event and focus on value, exclusivity, and a seamless shopping experience. As the retail landscape continues to change, Black Friday's future will depend on its ability to adapt and innovate.