The Ultimate Black Friday Playbook - 2020


In 2010, Amazon introduced ‘Black Friday discounts’ to its British consumers, which then had a snowball effect. Now, most retailers around Britain battle for consumer attention — and whether they’re successful or not comes down to their advertising techniques.

Previous to 2020, Black Friday could be characterised by sale rails, packed shops, long queues, and bargain hunters - ideas that now seem quite alien in the age of Covid19. Albeit, long queues have come to be expected with social distancing guidelines - this lack of convenience is another factor feeding the uptake of online shopping in general.

As Black Friday falls on November 27 (as we’re moving swiftly into winter), we envision that most will be avoiding outdoor queues and close contact with others in favour of nabbing their desired products online.

This makes things unprecedentedly complicated for retailers this year as they look to balance customer and staff safety with inventory and supply chain issues that have arisen due to the pandemic. Not only this, but consumers and businesses alike are facing a looming recession which may dampen their spending and preparations.

However, it is not all doom and gloom, Black Friday 2020 offers retailers the opportunity to ramp up their online services, ensure sales are maximised safely, and go beyond the confines of a 24-hour sale. We’ve taken a look at Black Fridays past, the shopping habits of the present and the advice your customers are getting to highlight all the vital items retailers should consider when preparing for Black Friday amidst the new normal.