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Defining Your Black Friday Strategy

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Another year, another Black Friday. But change is in the air, and retailers are evolving their strategies for this crucial trading period.

Traditionally used to sell off unsold stock, retailers are now taking a more nuanced approach to Black Friday, adopting different start points and strategies around their involvement.

In this report, Epsilon has identified six emerging retailer personas. Each has specific traits and objectives, and we have suggested potential marketing approaches that each group should
consider to ensure a successful Black Friday.

You will learn:

• The forecasting challenges
• The importance of going early
• What type of retailer are you? The six Black Friday retailer personas
• The rise of non-participants
• 7 key takeaways