Last year when we launched our Black Friday tracking survey, our goal was to understand how brands use Black Friday and why. There was lots of talk of the tide turning against it and brands wanting to move away from their reliance on discounting. This year, however, with the cost-of-living crisis and a tough time in retail, the opposite seems to be happening. Brands seem to be discounting more and for longer, with many still on sale weeks after Black Friday.
Among all the discounts, offers and freebies, the one campaign that went viral was Hiut Denim, a sustainable jeans company from Wales, that turned off it’s site on Black Friday and replaced it with the above image, reminding customers of what we take for granted.
When brand building, heavy discounting is typically seen as going against that practice by focusing on quick gains. However, in times like these, we know that brands are fighting to survive and very rightly will do what it takes. This means it is more important than ever to speak to our community of founders and brand leaders and understand what is happening.
We’ve designed this survey to try and capture the full picture of Black Friday. It shouldn’t take more than 10 minutes to complete, and thank you for your time contributing.
This survey will be completely anonymous, with no brands attached to the responses, so please give us your candid answers. We’ll come back to you after Christmas and share the insights.