Sometimes the best Black Friday deals are found outside of the store. Photo: Steve Rhodes
Thanksgiving is late this year and make sure you’re ready, because Christmas is about to follow it really quickly.
The stars and calendar have aligned to force the main shopping days this holiday season into a smaller -than-usual window.
Thanksgiving is, as usual, on the fourth Thursday of the month. But since November began on a Friday in 2013, the holiday feels pretty late.
That means there will be only 25 shopping days this year between Black Friday, Nov. 29, and Christmas day — that’s compared to 31 days in 2012.
And unlike last year, there are only four, not five, weekends between Thanksgiving and Christmas.
So, all-in-all, retailers have a reduced window of time to capture peak holiday spending. And shoppers are about to feel the full-on push of marketers trying to make the most of that smaller window of opportunity.
Nevertheless, several retail research firms are predicting that this year will see double-digit grown in U.S. online sales. Websites and Facebook pages are already giving fans a sneak peek at Black Friday deals. Target has created a Facebook-based interactive memory game which reveals deals as a user plays. And Macy’s has created games related to the Thanksgiving Day Parade… and shopping after the parade.
And in-person sales are set to begin before Black Friday this season, with 35 million shoppers expected to head out on Thanksgiving Day itself. According to the National Retail Federation, shoppers have convinced many retailers that they would rather shop at night after dinner and football than set an early alarm and brave the cold morning deals on Friday.
And according to a survey of 212 marketing executives by Experian Marketing Services, 70{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of retailers plan promotional offers this season including:
- 39{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} will offer free shipping,
- 28{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} will offer a deal of the day,
- 21{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} will offer online coupons and
- 3{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} will offer layaway.
More studies and stories on what is expected this holiday season:
More on the Experian Marketing Services study.
Top holiday email predictions for 2013.
Deloitte Christmas Retailer’s Survey 2013.
The Washington Post: Short holiday season could cost retailers $1.5 billion
The National Retail Federation: Thanksgiving turkey with a side of shopping
TheBlackFriday.com Black Friday ads leaked or published all in one place.
Being part of AZIMA I’m always impressed by the level of intelligence of our membership. But at times, I know that we all come across those clients who are so set on a path of implementation of a project that they can’t see the forest for the trees.
