What: The Robin Report examines to what extent Black Friday has become a longer promotional event and the consequences of such an extension.

Why it is important: Black Friday has become a must-have for online and offline retailers, but at what cost?

Over recent years, there has been a significant shift in Pre-Black Friday sales strategies. Retailers have moved from major one-day promotions to more extended periods of deals, a trend referred to as the "Black Friday drip." This change is evident when comparing the pre-Black Friday landscape of 2017, where deals were limited and focused on in-store shopping on Thanksgiving Day, to more recent years where promotions are spread over weeks.

The pandemic served as a major disruptor, accelerating this shift as consumer shopping habits increasingly leaned towards online purchases. Retailers, including specialty stores, began offering promotions much earlier, with some starting as early as October to compete with events like Amazon's Prime Days.

In 2021, this trend intensified, with deals beginning in early November and even late October. The strategy appears successful, as a significant portion of consumers now plan to start holiday shopping before November. However, there's concern that the constant stream of deals might overwhelm some customers, especially if promotions are perceived as less significant.

Retailers now face the challenge of balancing the allure of early and frequent promotions with the risk of deal fatigue among consumers. Success in this new landscape is measured not just by sales, but by customer engagement metrics like email open rates and click-throughs. The shift towards early promotions has transformed the shopping experience into a more transactional one, potentially affecting the traditional holiday shopping spirit. The final impact of these strategies will become clearer post-Black Friday, shedding light on the effectiveness of these early promotional tactics.

Is pre-Black Friday a winning strategy?