Black Friday - the Multi Channel Retailer Perspective | DMA

Filter By

Show All

Connect to


Black Friday - the Multi Channel Retailer Perspective


Well, the Black Friday bun-fight is once again upon us at the end of this week, and the differing predictions around retailer boom versus doom are in full swing.

For multi-channel retailers, there are many issues they need to wrestle with. Should they try to fight the Black Friday tide or will it mean missing out on the new seasonal peak? How should they gear up from an online and in-store perspective? Do increased sales but not necessarily increased profits bring a real business benefit? Is this an opportunity to reach a new audience and build market share?

We took the opportunity to ask several of our Abacus Alliance members for their thoughts on Black Friday. In particular, how they were changing their approach to accommodate Black Friday; whether it impacts their offline planning or if it’s more an online phenomenon; and if it is changing the traditional Christmas buying behaviours of their customers.

The interviewees came from furniture, high end women’s fashion, games and puzzles and organic clothing. While there were differences of opinions, all did agree they are having to be involved in some way.

Hear what the multi-channel retailers had to say.

Hear more from the DMA

Please login to comment.


Related Articles

Economic pressures have plagued households for several years, with brands facing the challenge of engaging consumers who are more budget-conscious than ever before. As a result, brand loyalty has sharply declined, with 61% of consumers being less likely to stick with brands in 2023 compared to 41% in 2022.

Cost of Living Exit Strategy Report 20244

As the use of third-party cookies fades away, personalisation is getting a makeover. Companies are now using their own data and AI to offer more relevant, consent-based experiences that meet customer expectations for both privacy and personal touch. Find out more in the latest Customer Engagement: Future Trends report.

Customer Engagement: Future Trends Report 2024

With the UK charity sector experiencing its first income decline in eight years, marketers had to get creative. Find out in the latest report which strategies proved to be most successful.


How have consumer habits changed in response to the ongoing cost-of-living crisis? Find out in the latest report in our Customer Engagement series.