Marketers pay close attention to black Friday and cyber Monday sales levels to get a sense of how the holiday shopping season will turn out. The early returns suggest that both Black Friday and Cyber Monday were very successful, with sales up 20% from last year at the same time.
Pundits feel the promotions and deals are jump starting the ailing economy. However, the other interesting story is how consumer shopping patterns are being altered by new technologies and aggressive marketing tactics.
It seems to me that every year the Christmas marketing effort starts earlier. This year the malls were starting to decorate before Halloween.
The start times for Black Friday are being rolled back. The early 5 am times seem late compared to the 3 am start times. This year marketers are encroaching upon Thanksgiving, for those who can’t wait until Friday.
Cyber Monday sales have increased each subsequent year since it started in 2005. This year Cyber Monday sales now eclipse black Friday sales.
Now cyber Monday is making room for cyber Saturday and Sunday. In addition, online discounts and deals are planed after cyber Monday. “Cyber Monday discounts on regular Tuesday” is the new tagline in the email headers.
Moreover, this year social media, email, smart phone apps, 4-square, SMS services are being used to announce sales or deliver coupons.
Clearly there is a lot of pressure to shop!
We succumb
The multiple media channels announcing black Friday sales prompted a discussion in our house, questioning whether we should venture out on Black Friday. My wife never had done the early morning trek to the mall. I had, about a decade ago and have fond memories of arm wrestling with another shopper who happened to grab one of the deeply discounted DVD players on sale. With some trepidation, we made plans to go out early.
Well, 9:30 is not early, but we were mixing it up at Dick’s sporting goods with the crowds. I am surprised how seductive the advertising was when we walked in. Wow, kayaks for only $159—I started contemplating whether I wanted this item that was nowhere in my consciousness until I saw someone carry one out and then noticed the price.
I focused on our shopping list and found a Black Friday discounted outdoor fire pit that would be perfect for my sister. My wife found many yoga outfits that I could give her for Christmas.
We braved the long checkout lines, and felt that we had enough Black Friday.
Back home, we learned that my sister had self-gifted herself an outdoor fire pit the week prior. Looks like the Black Friday savings will end up to be an extra trip to the mall. And, as a substitute, we will get her an online gift card from whatever Cyber holiday marketers offer us in the near future.
Do you feel the holiday season is over extended?
Are you seduced by the marketing efforts?
Are you transferring more of your shopping to online?
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