How retailers are promoting Black Friday weekend deals

By Fiona Swerdlow, Head of Research, | Published: November 16, 2012

File another one away in the “how time flies” category, because Thanksgiving and Black Friday are mere days away now. As families start gathering all the ingredients for next week’s fixings, retailers are already primed to let the public know about their Black Friday weekend deals. So what do retailers have planned to target consumers this year? As the / BIGinsight Holiday 2012 pre-holiday study shows, quite a bit, in fact.

  • Thanksgiving Day counts. Retailers understand that Thanksgiving Day itself has become a significant shopping day – 46% of those we surveyed this fall planned specific Thanksgiving Day promotions to entice customers to get a head start on their holiday shopping.
  • Retailers get the word out early. Almost half of retailers surveyed will be getting the word out early to customers about both Thanksgiving and Black Friday weekend specials:  29.7% a week or more before Thanksgiving Day, and another 16.2% a good 5 to six days before Turkey Day.
  • Offers span discounts and free shipping. Consumers can expect a range of offers from retailers over Thanksgiving weekend. For example, almost half of retailers surveyed will offer special deals on specific products or categories. Approximately two out of five retailers will offer a one-day sale (41.7%). Cognizant of its conversion power, over one-third (36.1%) plans to offer free standard shipping on all purchases.

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