ARNAV JAWAHAR DEO
YMCA DELHI(PGPRDM- Post graduation diploma in Public Relations, Advertising and Digital Marketing)
14

The Christmas shopping frenzy in the West existed long before people started calling it Black Friday. But over the past few years, when one says ‘sales’, one thinks of ‘black Friday’. Black Friday is therefore associated with the biggest sale of the year.

Introduction

Black Friday’  is one of the prolific days in the US as a symbol of Thanksgiving which provides good deals and discounts for consumers for shopping anything  which has been witnessed in all parts of the world and also in India nowdays with emergence of online shopping.

 India is an emerging economy and  in 2024 it was celebrated on November 29th.In India too, brands like Amazon, Flipkart and PVR have begun offering discounts on  this day.

What is Black Friday

The term Black Friday derived from the concept that buisnesses operate at a financial loss of the day after thanksgiving when massive sales finally allow them to turn a profit, or put them “in the black.” However, there is another explanation of the term dates back to the early 1960s, when police officers in Philadelphia began using the phrase “Black Friday” to describe the chaos that resulted when large numbers of suburban tourists came into the city to begin their holiday shopping. The huge crowds created a headache for the police, who worked longer shifts than usual as they dealt with traffic jams, accidents, shoplifting, and other issues. Hence Black Friday.

Black Friday is an important day for for retailers. It is regularly one of the busiest shopping days of the year, and it sets the tone for the holiday season, which accounts for 20% of yearly sales in the retail market. On Black Friday, retailers make such irresistible offers that bargain-hungry shoppers of all ages stream into the physical stores to commence their Christmas shopping.

 Reasons to have Black FridayThe term “Black Friday” originated in Philadelphia during the 1950s and 1960s, when local police officers used the term to  describe  the rowdy tourists and chaos that ensued the day after Thanksgiving.
It had many problems such as heavy traffic, overcrowding, and increased shoplifting incidents, coupled with the Army-Navy football game, led to a day of dread for law enforcement. 
Officers, unable to take the day off, referred to the day negatively as “Black Friday” because of the strain it put on their resources so that is how the name came into existence but the effort was useless and unsuccessful 
It came up in 1980 which developed as a shopping holiday and it became a positive sign to describe the day  and indicated a move from  loss to profit thanks to a surge in sale

Importance of Black Friday

• U.S. Black Friday online retail sales reached $17.2 billion in 2022, up 10.2% compared with 2021.
• U.S. online retail consumers spent a record $9.2 billion on Black Friday 2022, up 2.3% year over year, according to Adobe Analytics.
• Black Friday mobile shoppers had 48% of online sales compared with 44% in 2021.
• In-store traffic increased 2.9% on Black Friday compared with 2021.

It is very important to plan, execute, and manage your digital Black Friday marketing campaign with a powerful, reliable, and easy-to-use platform which offers  several promotion dynamics and all the necessary features to achieve your marketing objectives.A)Brand awareness and Social Media Engagement. Solution: Social Media Giveaways-Black Friday provides an opportunity for brands to engage with their audience on social media platforms, start conversations, and expand their follower base. Social media giveaways are the go-to solution to achieve this objective. Offer your community the possibility of winning a prize simply by following your account, commenting on your posts, or mentioning your brand. Choose the right social network depending on your audience demographics.B)Data collection and lead generation-Black Friday campaigns can yield valuable data about consumer behavior, preferences, and purchasing patterns. Brands can use this data to refine their marketing strategies and make informed decisions for future events.  C)Boost Sales– Black Friday’s big discounts can bring in millions of shoppers and lead to record sales.D) Attract New Customers-Special deals can attract new customers who might return later. 

Criticism

A) Black Friday- It  was an American tradition when retailers noticed a spike in shopping after Thanksgiving.  It has globallized over the years and is an annual event and it encourages  shoppers to purchase from sales. Black Friday is quite controversial for it encourages mass-consumerism and waste.  It is criticized for being an American tradition making no sense for other countries and it is a sale convenient for giving gifts

B) Black Friday, what does it talk about – In America was about long lines, fist fights, and stampedes over steep discounts on high-demand items such as flat-screen TVs, laptops, toys, etc. It arrives at stores selling for a generous  50% to 60% off, and those products would practically sell out within the blink of an eye. The enthusiasm for  Black Friday has dried up over the years as the discounts have become just a bit less generous. Amazon  is one of the many retailers which has faced consumer criticism over its Black Friday sales.
Black Friday lands on Nov. 29 this year. The online retailer kicked off its Black Friday sales early on Nov. 21. According to Amazon’s website, the retailer this year has promised consumers “big deals” and “deep discounts” on “tech, home goods, clothing, toys, and more ” and it is one of the days leading up to the biggest shopping day of the year.

Companies with offer of Black Friday sales

1) Amazon–  Amazon India hosted its first Black Friday sale and is still ongoing from   November 29  till Dec 2  with event promises, unbeatable discounts and 65% off on the e commerce platform  across a wide range of categories, including electronics, home appliances, fashion, and more. Shoppers can expect exclusive deals on top brands like Apple, Samsung, Sony, Nike, Calvin Klein, Adidas, Tommy Hilfiger, LG, Swarovski, and others. Amazon’s Black Friday Sale offers something for everyone and this  Here’s everything you need to know to make the most of this much-awaited shopping extravaganza!

2) Flipkart
– It began on November 2024 and
  and runs 29th November. Shoppers can explore discounts on smartphones, electronics, laptops, and home appliances. Notable deals include the iPhone 15 at ₹57,749, Galaxy S23 at ₹38,999, and up to 80% off on gadgets like smartwatches and earbuds.  They even has discounts upto 75% on smartphones and home appliances which has given a special sale for the end of the year. 

E commerce and Woo Commerce- Other Platforms for Black Friday sale

    Apart from Amazon and Flipkart they have powered websites and E commerce platforms working around the clock to get to the mega Black  Friday sale . They have preparations like 

1)Optimizing Performance of Website-Many users use the internet a lot these days so many websites and online platforms have upgraded themselves with new techniques and servers.

2)Social Media Campaigns and Launching email– It  is reaching consumers at a fast pace and is set for the big day.
3)Payment Options– Nowdays the systems are smart and New technologies have arrived, so instead of cash you can use digital apps such as UPI(Paytm, Google Pay) etc. , cryptocurrency , card payments and internet banking for smooth transactions and flexible deliveries which are obtained by all these all platforms such as rush delivery, amazon one day delivery which are standard.

Threats of online shopping

Malware: Malicious programs like spyware, viruses, and ransomware can be installed on a computer system and spread to customers and administrators. 

Phishing: Hackers may send emails which show that they are authentic for a buisness but actually   designed to trick customers into giving away sensitive information. 

• DDoS attacks: A Distributed Denial-of-Service (DDoS) attack through internet traffic can cause problem to everday shoppers.

Identity theft: Cybercriminals may hack into e-commerce websites who steal users login / ask consumers to share their  credit card details. 

Fake online stores: There may be fake online stores that are designed to trick customers by extracting money from them.

Future of the Black Friday sale

AI has come into the frame and now taking over the virtual world slowly and steadily in a few years and due to the new personalization, smart markets and reality shopping it has defined the future of the annual black Friday event.
 A sharp look at Novemeber 29thThe countdown had started for November 29th which grew louder and  cheerful and there was a record breaking sale this Friday as many  people bought items at an affordable rate and uses the discounts quite well and has surpassed about 69 billion US dollars and still increasing.  It was a win win situation for consumers and buisness and it is an experience in itself . I also used this benefit by buying T shirts, a formal pant and a sports Jacket for myself using amazon as a medium.

Conclusion

• Black Friday is the biggest shopping event of the year, and it kicks off the holiday season which has grown steadily over the years. It is a powerful indicator of market trends and  investors can monitor consumer behavior and analyze company financial performance for making good decisions.
•  It offers early access to loyal customers for exclusive deals through emails and social media and a chance for online stores to have higher conversion rates than the annual average.
• However, one has to also keep it in mind the consequences of it. Labour abuse, environmental hazard, exploitation of workers , consumerism, wastage are some of the dark sides of Black Friday.

Reference/ Bibliography