What marketers need to know about Black Friday 2021

However, experts agree that what’s left to buy will be expensive. Prices are already rising across the board – the consumer price index Rose 6.2% in October compared to last year, after a similar increase in September. In addition, retailers will focus on more expensive items to make the most profit.

“When they were deciding which ones to ship from overseas, which ones to put on their ships, which ones to go through the overcrowded ports, the natural choice is to prioritize the products with the highest profit margins – the more luxurious ones. products,” said Babich. “We won’t have as many cheaper alternatives this time.”

Is anyone doing something particularly innovative this year?

Black Friday can still be an opportunity for brands to run creative campaigns, even if they don’t drive people to malls. Popular Nintendo game “Animal Crossing: New Horizons” organizes a sale in the store in his game—very meta. The sale, dubbed “Nook Friday”, includes a 30% discount in the Nook’s Cranny store.

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The Kraken Rum is heading down a dark path with its Black Friday promotion, which includes a range of activities that allow consumers to compete for prizes. For eight hours, starting at noon, a chest will open every hour to give out a prize, such as the chance to train for a submarine captain’s license in Curaçao if you tattoo a kraken on your body. “The greater the sacrifice, the more generous the reward,” reads a release promoting the #StepIntoTheDark initiative, which will expand to include paid search, programmatic and custom content.

Meanwhile, brands outside the retail space hope to capitalize on consumers’ willingness to spend money with their own campaigns and discounts. Earlier this week, Expedia launched its first Black Friday-themed marketing campaign, urging customers to choose getaways over gadgets.

One spot zooms in on a beach scene on a TV as a voiceover asks, “This Black Friday you want a TV? Or do you want… the spot on the TV?” This year, the answer from consumers, who spend on both retail and travel, may be both.

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