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Leading Edge embraces Black Friday opportunity

Black Friday has fast become a global shopping event and growing opportunity for Australian retailers. This year’s Black Friday (27 November) is expected to be bigger than ever with Australia Post reporting that August 2020 was the biggest month in Australian online shopping history with growth of 85% year-on-year.

With consumers expected to shop early to avoid delayed deliveries for the festive season, Leading Edge Retail believes Black Friday presents an opportunity to retailers which should not be missed.  

“With consumer spending shifting to earlier in the year, savvy shoppers are taking up compelling Black Friday deals to save on their Christmas purchases,” general manager for marketing, Olivia Anderson said.

“Retailers are fast realising Black Friday’s strategic importance to their businesses. It’s a chance to clear excess stock, fill the till and take advantage of changing consumer spending habits before Christmas. Price conscious consumers will be looking for the best deals and are highly attracted to sales offers.” 

The Australian Bureau of Statistics (ABS) highlights that in November 2019, retail sales increased by 3.3%, while in December, they increased 2.7%. Roy Morgan and the Australian Retailers Association (ARA) have directly linked the larger increase in November to the Black Friday sales period. This has been reflected in Leading Edge Retail’s own experiences.

“In the last two years, we have seen retail sales come forward from December into the last week of November because of Black Friday,” Leading Edge general manager for retail, Charlie Davey said.

“This year, entertainment products will be popular – like TVs, lower-priced laptops and smartphones. In the appliance sector, coffee is bound to be on the radar, as well as home cooking appliances with the stay-at-home trend continuing over the holiday season.

“When it comes to sales, there is no need to offer blanket discounts – it’s all about taking advantage of clearance stock. If you do not have a surplus, you should talk to your suppliers about deals. Marketing to the right audience is also imperative for success by choosing the right stock and creating a range of professional point-of-sale marketing material and digital assets.  

“With great offers, early consumer spending and increased awareness of Black Friday deals, retailers have the perfect opportunity to drive the message that this year, Christmas comes early.”

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