What should businesses be doing? And how can they benefit in the long term?

With the threat of consumer price inflation stalking markets around the world, together with supply chain worries, consumers are already bringing planned purchases forward. Recent research shows that UK consumers have already started their Christmas shopping for the year, as sales at toys and children’s products retailers were up by 38% in October. BlackFriday is the prime opportunity for retailers to get ahead and provide great offers for consumers – but transparency across every touchpoint is essential to get it right.

Retailers need to ensure they understand what inventory is available, across which channels at all times, especially given the current global shipping constraints. Consumers will not hesitate to head onto social channels to complain of any issues that arise, which could be damaging for a brand.

Planning will be king for those wanting to flourish this Black Friday, and we’re already seeing retailers like Amazon and Currys introducing promotions early. By spanning deals across multiple days, this can help flatten the peak both in terms of eCommerce store fronts but also from a fulfilment perspective, meaning consumers can get what they want, in good time.


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