With harsh lessons learnt from past Black Fridays, British retailers are stretch...
LONDON - With harsh lessons learnt from past Black Fridays, British retailers are stretching promotions over several weeks, aiming to smooth out consumer demand and reduce the pressure on supply and distribution networks.
It then grew to a week or so either side and is now getting longer and longer, though after chaos and scuffles in stores in 2014 it is now predominantly an online affair. AO went live with Black Friday deals, such as a KitchenAid Artisan Stand Mixer reduced from 449 pounds to 279 pounds, on Nov. 13 and some deals will run into December.
Argos, owned by supermarket group Sainsbury’s , and department store group John Lewis [JLPLC.UL] both launched their campaigns on Nov. 22.British retailers’ early experiences of Black Friday, when stores were overcrowded, websites crashed and delivery operations were overloaded, showed the folly of concentrating a huge amount of business on one day and then having a relatively flat period afterwards.
Black Friday, the day after the U.S. Thanksgiving holiday, is so-called because it was historically the day when retailers would move into profit after months in the red. It traditionally marks the start of the U.S. holiday shopping season.
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