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What retailers really think about Black Friday

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Study reveals the perceptions and attitudes of retailers around this key trading period.

Love it or loath it, whatever the sentiment, you can’t deny that since Black Friday arrived in the UK in 2010, it's changed the retail landscape and buying behaviours like nothing before. And from being an event that spanned just a few days, it’s established itself as a phenomenon that encompasses the whole of November – and beyond.

And no Black Friday is the same. As we approach it this year, retailers are again faced with new challenges – inflation at a generational high, rising cost issues and a cost-of-living crisis impacting people’s confidence and their ability – or willingness - to spend. 

So what do retailers think about Black Friday? How are they preparing for it this year? And with expectations embedded in people for discounts while retailers face increasing costs and falling margins, are some beginning to question its value? Given a choice, would they participate?

To discover the truth, we commissioned a survey of retailers and conducted several in-depth client interviews to dig into what Black Friday means for them and provide new market insights into their sentiments around this crucial trading period.