There are only two days left until Thanksgiving and that equally important “holiday” Black Friday. So while most people around the country are on a serious hunt for the best deals and deepest discounts inside retail stores, malls and online, retailers have one thing on their minds – selling more.
Walmart, Target and Macy’s promote more Black Friday deals
Because of this urgency to sell more and only 26 days between Black Friday and Christmas, retailers are going hard after their rivals – and ecommerce giant Amazon. To put this into context, we analyzed online holiday promotions (via Cofactor) across more than 40 retailers, 2,500 brands and 50,000 stores in the U.S., including Walmart, Target, Macy’s, Sears, Office Depot and Payless Shoe Source. What we discovered was eye-opening. Retailers are running 22 percent more Black Friday promotions this year, compared to last year.
Retailers hit the “go” button on Black Friday promotions earlier than usual
And it’s not just an increase in the quantity of Black Friday promotions being posted by retailers. As Robert Klara writes in AdWeek: “In an attempt to compete with online sellers, brick-and-mortar stores began offering ‘Pre-Black Friday’ deals on Thanksgiving night, then Thanksgiving Day, and then a week or more earlier.” Our internal data supports Klara’s theory and indicates that retailers have been nervous about making their holiday sales numbers for the last three years. As a precaution, they hit the “go” button on Black Friday deals nearly two full days earlier this year, compared to last year.
- 2012:1.57 days before Thanksgiving
- 2013: 2.48 days before Thanksgiving
- 2014: 4.34 days before Thanksgiving