{"id":2014,"date":"2021-11-23T01:45:51","date_gmt":"2021-11-23T06:45:51","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/11\/23\/black-friday-fatigue-how-retailers-can-harness-consumer-sentiment-to-spark-powerful-moments-of-change\/"},"modified":"2021-11-23T01:45:51","modified_gmt":"2021-11-23T06:45:51","slug":"black-friday-fatigue-how-retailers-can-harness-consumer-sentiment-to-spark-powerful-moments-of-change","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/black-friday-fatigue-how-retailers-can-harness-consumer-sentiment-to-spark-powerful-moments-of-change\/2014\/","title":{"rendered":"Black Friday Fatigue: How Retailers Can Harness Consumer Sentiment to Spark Powerful Moments of Change"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Richard Palmer, Head of Strategy, EMEA at\u00a0 global digital consultancy <\/em><a href=\"https:\/\/www.appnovation.com\/insights?utm_source=advertisingweek.com&#038;utm_medium=referral&#038;utm_campaign=strategy%20insights\"><em>Appnovation<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we emerge from a global pandemic, Black Friday\u2019s image problem \u2013 already a sore point, even in the years before Covid-19 \u2013 is becoming more divisive.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">On the one hand, the beleaguered retail sector needs a boost from the biggest shopping day of the year, with consumers also eager to celebrate the return of <a href=\"https:\/\/www.forbes.com\/sites\/blakemorgan\/2021\/11\/08\/20-trends-for-black-friday-2021\/?sh=237fb7bf6361\" aria-label=\"in store shopping, click to read on forbes\">in-store shopping<\/a> via a series of <a href=\"https:\/\/www.independent.co.uk\/extras\/indybest\/black-friday\/black-friday-2021-deals-uk-live-today-b1957996.html\" aria-label=\"early deals, read on independent\">early deals<\/a> and discounts.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yet, in an age when brand-led purpose <a href=\"https:\/\/www.zenogroup.com\/insights\/2020-zeno-strength-purpose\" aria-label=\"is more important than ever, read on zeno group\">is more important than ever<\/a>, no retailer should seize on the annual shopping frenzy without first reading the room.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The fact is, any approach to Black Friday is now a matter of nuance. With some of the UK\u2019s biggest retail names <a href=\"https:\/\/www.which.co.uk\/reviews\/black-friday\/article\/when-is-black-friday-a5O8o7V3rGsF\" aria-label=\"refusing to take part of this year, read on which\">refusing to take part this year<\/a> and the <a href=\"https:\/\/www.theguardian.com\/business\/2021\/nov\/21\/black-friday-largest-boycott-planned-by-independent-retailers\" aria-label=\"biggest ever boycott planned by independent retailer, read on the guardian\">biggest ever boycott planned by independent retailers<\/a>, brands need to price in the potential cost of reputation that comes from any short-term boost.\u00a0 Of course, that\u2019s much easier said than done. Drawing on my recent strategy conversations with global brands, here are three key insights:<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>1. Focus on building connections and communities <\/strong><strong>&nbsp;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">More than simply accepting or rejecting the event, however, Black Friday is a chance for emerging businesses to map their identity with a powerful counter-cultural statement.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take the criticism that Black Friday is inherently \u201c<a href=\"https:\/\/www.huffingtonpost.co.uk\/entry\/black-friday-brands-boycott-allbirds-deciem-rei_n_5fbe693bc5b66bb88c632e96\" aria-label=\"anti people, read on huffington post\">anti-people<\/a>\u201d. With low income families <a href=\"https:\/\/www.bmj.com\/content\/372\/bmj.n376\" aria-label=\"hit hardest, read on BMJ\">hit hardest<\/a> by the pandemic\u2019s lasting economic fallout, many people are struggling even without the frenzied pressure to buy. This is especially true since value isn\u2019t even guaranteed: research from consumer champion publication <em>Which?<\/em> recently found that 90% of Black Friday products were available <a href=\"https:\/\/www.bbc.co.uk\/news\/business-55058121\" aria-label=\"for the same price or cheaper, read on BBC\">for the same price or cheaper <\/a>earlier in the year.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sustainable clothing brand Wawwa is one retailer looking to turn the tide. Last Black Friday weekend, <a href=\"https:\/\/wawwaclothing.com\/blogs\/journal\/black-friday-and-cyber-weekend\" aria-label=\"it donated two items for any purchase made, read on Wawwa clothing\">it donated two items for any purchase made<\/a> to local homeless shelters: an extension of its usual &#8220;1+1&#8221; initiative. Retailers could use a similar approach with different support groups.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Special deals can still play a role, but they need to be handled with awareness and care. For example, beauty company <a href=\"https:\/\/www.instagram.com\/deciem\/\" aria-label=\"Deciem, see on instagram\">Deciem<\/a> is currently hosting its <a href=\"https:\/\/www.instagram.com\/p\/CVvTmHPK_qM\/\" aria-label=\"annual slowvember, see on instagram\">annual \u201cSlowvember\u201d event<\/a>, which offers \u201ca journey into a new, gentle world\u201d with 23% off everything.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The idea is to encourage fewer yet more deliberate purchases over the course of the entire month (rather than a hyper-frenzy in just one weekend). At the same time, it\u2019s also pledging <a href=\"https:\/\/www.instagram.com\/p\/CVN1n3Mq7vK\/\" aria-label=\"125000 dollars, via a community fund, see on instagram\">$125,000 via a community fund<\/a> to organisations that impact Black lives.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Retailers might also think about starting a conversation on employee wellbeing in the midst of the shopping frenzy that Black Friday can encourage.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Adventure clothing brand REI has recognised this toll by shutting its stores and other offices on Black Friday, instead paying its employees <a href=\"https:\/\/businessofstory.com\/the-10-brand-story-elements-of-reis-disruptive-optoutside-black-friday-campaign\/\" aria-label=\"to take day off, read on business of story\">to take a day off<\/a> and encouraging them and the wider community <a href=\"https:\/\/www.rei.com\/opt-outside\" aria-label=\"to hashtag opt outside, read on REI\">to #optoutside<\/a> instead of Black Friday shopping. How could you, as a brand, carve out similar dialogue to show appreciation for your team?<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2. The environment is a concern that retailers can&rsquo;t afford to ignore<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">With a massive 88% of consumers looking at brands for leadership in becoming <a href=\"https:\/\/www.forbes.com\/sites\/solitairetownsend\/2018\/11\/21\/consumers-want-you-to-help-them-make-a-difference\/\" aria-label=\"more environmentally friendly and ethical, read on Forbes\">more environmentally friendly and ethical<\/a> (Futerra), and <a href=\"https:\/\/www.appnovation.com\/sites\/default\/files\/2021-11\/Appnovation%20x%20Contenful_Retail%20Velocity_2021.pdf\" aria-label=\"50 percent willing to pay more, read on appnovation\">50% willing to pay more<\/a> for sustainable brands (Accenture), brands have all the impetus they need to interrogate their environmental impact.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yet environmental transparency is far more than just a savvy marketing move.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands that don\u2019t acknowledge the ecological impact of Black Friday now risk being part of the problem \u2013 especially since there are so many creative ways to do so. This Black Friday, for example, hair care product <a href=\"https:\/\/www.harpersbazaar.com\/uk\/beauty\/make-up-nails\/g38274979\/sustainable-black-friday-deals-2021\/\" aria-label=\"faith in nature will be partnering with treesisters, read on harpersbazaar\">Faith in Nature will be partnering with Treesisters<\/a> to plant a tree for every order consumers place.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a similar vein, outdoor brand Patagonia, which has just won an <a href=\"https:\/\/www.vogue.com\/article\/patagonia-cfda-award-climate-change-ambitions-vincent-stanley\" aria-label=\"environmental sustainability award, read on vogue\">Environmental Sustainability Award<\/a> and which has a long history of resistance to Black Friday, <a href=\"https:\/\/www.glossy.co\/fashion\/brands-are-using-black-friday-boycotts-to-highlight-sustainability-initiatives\/\" aria-label=\"last year donated a percentage of its sales on black friday, read on glossy\">last year donated a percentage of its sales on Black Friday\/a> to environmental causes while also promoting its secondhand initiative Worn Wear.<\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Aligning with consumer values provides the the momentum for positive change<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re seeing the confluence of two intriguing trends, post-Covid: the <a href=\"https:\/\/internetretailing.net\/peak\/peak\/peak-2021-what-the-research-says-about-how-shoppers-will-buy-online-this-black-friday-or-not-23897\" aria-label=\"appeal of black friday is waning, read on internet retailing\">appeal of Black Friday is waning<\/a> at the same time as more shoppers are seeking out brands that align with their own set of values. Consumers are <a href=\"https:\/\/www.appnovation.com\/sites\/default\/files\/2021-11\/Appnovation%20x%20Contenful_Retail%20Velocity_2021.pdf\" aria-label=\"looking to and demanding more, download PDF from appnovation\">looking to and demanding more<\/a> from brands around action to achieve meaningful change.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The crossover of these sentiments is the cue brands need to harness resistance to Black Friday, and also be curious about what it means. As well as taking the temperature of consumer opinion via surveys or social listening, brands need to listen carefully to what the data<em> doesn\u2019t<\/em> say.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Customer sentiment may suggest they \u201ccan\u2019t be bothered\u201d with Black Friday, but why? And what purposeful actions are they looking for in place of mass discount? How important is it to them if a brand chooses to support local communities, small business or the environment above and beyond the bottom line \u2013 how do these causes make them <em>feel<\/em>? Our work with brands has taught me that behaviour is not always the best predictor of future behaviour, instead, it\u2019s the underlying values and motivations that should intrigue us. Only by digging beneath the surface can brands and retailers deeply understand what it is that their customers truly value \u2013 and then craft a campaign accordingly.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The race for Black Friday spending may be more frenetic than ever this season, but businesses of all sizes have an opportunity to change direction. This isn\u2019t about virtue-signaling but instead creating a closer connection with consumers. By identifying what matters most to them, brands lay the groundwork for lasting brand affinity and positive change.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The race for Black Friday spending may be more frenetic than ever this season, but businesses of all sizes have an opportunity to change direction. By identifying what matters most to them, brands lay the groundwork for lasting brand affinity and positive change.<\/p>\n","protected":false},"author":7,"featured_media":2015,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-2014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Black Friday Fatigue: How Retailers Can Harness Consumer Sentiment to Spark Powerful Moments of Change | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/black-friday-fatigue-how-retailers-can-harness-consumer-sentiment-to-spark-powerful-moments-of-change\/2014\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday Fatigue: How Retailers Can Harness Consumer Sentiment to Spark Powerful Moments of Change\" \/>\n<meta property=\"og:description\" content=\"The race for Black Friday spending may be more frenetic than ever this season, but businesses of all sizes have an opportunity to change direction. 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