Black friday and cyber monday : must-attend event
These events are very much used by brands in order to sale products at smaller prices. Sales are huge in stores and people knows about it, they rush into stores and brands are using it to attract them. Nowadays the term “black Friday” is synonym of joy and excessive sales by stores but it wasn’t like this back in the days. We are also going to talk about Cyber Monday which is also a shopping holiday that works with people. It’s entertaining, like a fun holiday which invite us to buy do good deals. Let’s begin with where the term “Black Friday” comes from :
The origins of the term “Black Friday”
At first, the term was used in an article of the New York Times in 1870. It refered to the crash of the gold market the year before, it did not connoted good at the time. They tried to give the term a more positive way with “Big Friday”. But the term “black Friday” has became the connotation we know today representing good deals for holiday shoppers all around the world.
Black Friday is now a tradition in many countries and is about good deals for customers, big sales at an excessive way for the biggest happiness of people. Brands know about it and use it. With the change of consuming habits of people who spend much more time online, brands have been adapting to this phenomenon and know where to find buyers.
They key for the brand is to produce a campaign that build a long-term equity rather than many sales in one day on black Friday. But who can resist to make much more money on one day on the excuse of holidays? Not brands. Some brands use Black Friday in order to increase mental availability of their brand, that way people will have their brand on their mind very quicky in the memory of a big sale on the Black Friday.
Black Friday is also the occasion for brand to acquire new customers rather than maintain relationship with regulars. For example the brand Patagonia raised 10 million $ with their campaign with the hashtag “Love our planet” on Black Friday. They gave the benefits to an association for the environment.
Brands can also deliver a message to customers in order to be distingued by other brands, with visuals on the site online, good promotions, spirit of happiness and opportunity.
In conclusion Black Friday is a good opportunity for brands to make more sales, attract new customers, build trust with customers and distingue by others.
Then came the “Cyber Monday” in 2005, it’s the holiday when brands give excellent deals for technologic products. It’s a shopping holiday that brands use in order to increase sales of technologic products and it can only work in a technologic world like ours now.
So you have the big occasion to buy iPad, television, computer, phone at smaller prices and it’s not to disappoint customers. As Black Friday, it’s a very good opportunity to attract new customers and making last relationship with older ones.
What a beautiful holiday? Cyber Monday have been tradition for plural years now and it’s working for brands like Amazon, Best buy…
In 2016 according to Adobe digital Insights, customers spent 6 billion $ on Cyber Monday and Black Friday which proves that holiday shopping works for stores. For more researches, according to data Shopify store owners generated 3,6 times more orders on Black Friday, when Cyber Monday generated 3,1 more orders. These two shopping holidays works the same way and generate same benefits.
We can so conclude that Cyber Monday and Black Friday works the same way and are both benefic to brands whom uses theses holidays to make more sales, increase their popularity, attract new customers and make happy older ones. It’s a very effective marketing technic that brands know about and big stores like Amazon, Best buy or Walmart use it. It’s also very effective at international in other countries like Spain or France.
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