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Traditionally Black Friday was an opportunity for retailers to shift unsold stock. Today, retailers are reappraising Black Friday and adopting more nuanced approaches to this critical sales period based on their business objectives.
Why it matters
The changing nature of Black Friday is resulting in the emergence of distinct, broad retailer types based on their strategy over this period. Epsilon has identified six retailer types. Each group must adopt different marketing approaches aligned to their strategy to be successful over Black Friday.
Deeper dive –understanding the different Black Friday retailer personas
In a nutshell
One size no longer fits all when it comes to Black Fridays. Retailers need to evolve their approach. They must have a clear strategy around this sales period and then ensure their marketing supports their goal. For some retailers, their ethos and values may even lead to them not participating in Black Friday.
Find out more about these different retailer personas, the challenges around Black Friday and seven steps to a successful trading period by downloading our report here.