Black Friday isn’t disappearing, but the customer journey is starting much earlier.
Today’s shoppers are researching products, comparing prices and building wishlists weeks before the traditional Black Friday weekend. At the same time, retailers are bringing campaigns forward, creating a much longer peak trading season that starts in October rather than November.
In her article featured in The Drum, our eCommerce lead Zelah Williams explores:
- Why the traditional Black Friday model is evolving
- How changing consumer behaviour is extending the path to purchase
- The risks of waiting until November to activate campaigns
- Why October presents an opportunity to build audiences, test creative and capture demand before competition intensifies
- How brands can focus on maximising profit across the entire peak period, rather than chasing a single day of sales
Drawing on industry research and client experience, the piece highlights why the most successful retailers are treating peak as a season, not an event.
Read the full article here
