Shoppers love an early sale
Giving VIP customers exclusive access to discounted products is a surefire way to boost demand—especially in European regions where early access isn’t yet the norm.
In this survey of over 5,000 consumers and marketing decision-makers, you’ll get a first-hand account of what European consumers expect from brands this Black Friday—and how you can capitalise on the biggest event on the retail calendar.
What started as an American sales phenomenon has become European retailers’ biggest selling opportunity. Our annual Black Friday in Europe survey is packed with data on the relationship between brands and consumers, including shopping behaviour, marketing misconceptions, and winning tactics.
Giving VIP customers exclusive access to discounted products is a surefire way to boost demand—especially in European regions where early access isn’t yet the norm.
Social media has become the most popular avenue for Black Friday purchases. Retail brands need to make sure their online buying experiences make it worth customers’ while to avoid the in-store sales rush.
Brands are using more segmentation to cut through the noise and nurture relationships beyond Black Friday. Marketers need personalised and well-timed comms to encourage repeat purchases in the new year.
*Results based on 5,000 primary or secondary household shoppers across UK and mainland Europe.