Retailers have expanded Black Friday into a season starting in October.
Cofactor’s proprietary data offers a unique perspective on Thanksgiving, Black Friday, and Cyber Monday promotions and consumer behavior, so we shared our numbers and charts in two articles for AdWeek’s SocialTimes.
However, with so much promotional content released in October, it appears consumers began feeling ad fatigue by November.
To shed light on this, Cofactor CMO Jeff Fagel told AdWeek:
Retailers have trained consumers to wait for a sale. To look the other way. To shop around. To ignore them. While the allure of Black Friday has lessened, customers love for deals has not. Retailers release their holiday campaigns earlier and earlier, but shoppers lost interest. In terms of response to these earlier efforts, October saw an early spike, but led to consumer fatigue by November.