[ad_1]
Black Friday dies but does not give up. In the era of the coronavirus, New Year’s sales will remain, albeit according to the new rules.
Every year, a large-scale sale takes place in the world, which is called Black Friday. During this time, products in most stores can be purchased at a discount. Several years ago, Ukraine also joined a tradition that originated in the United States as a pre-Christmas sale.
If the above discounts started on the last Friday in November and continued into the weekend, then in 2020 the seasonal sale migrated online and spanned the entire month – retailers have been attracting customers with promotions since the beginning of the month. Correspondent.net says the details.
Neither Friday nor black
35 percent of Ukrainians will benefit from the shares on Black Friday, despite 97 percent of respondents being aware of the sale, a survey by Gradus Research in conjunction with Nostra Communications Group showed.
Most of them, 48 percent, are going to buy electronic devices. Clothing and footwear will be purchased by 44 percent, household appliances 29 percent, cosmetics and household chemicals 22 percent.
More than half of those surveyed have ever made a purchase on Black Friday, 71% of them say their purchases were spontaneous and unplanned.
“People need pleasant emotions, especially in our time. They long for outbursts of happiness. All this contributes to spontaneous purchases. Therefore, Black Friday becomes exactly the excuse to please yourself”, – Evgenia Bliznyuk, founder and director of Gradus Research.
Less than seven percent of those surveyed consider this action to be the best day to buy, another third chose the option “rather than yes no.”
About the same percentage turned out to be among those who believe in the reality of Black Friday discounts: six are safe, 38 percent believe prices are “rather going down.” 26 percent believe that the cost of goods does not change and 13 percent of Ukrainians are convinced that the prices of goods are increasing.
Ukrainian shoppers pay on Black Friday first the price itself (81 percent) and then the size of the discount (66 percent). At the same time, a quarter of the respondents will give preference to the store that offers a gift.
Analysts attribute Black Friday’s lack of popularity to overly aggressive marketing campaigns by retailers – many started the sale on Monday, and some announced promotions earlier in the month. Wits has even suggested changing the name from Black Friday to Black November.
Regarding the characteristics of Black Friday in Ukraine, sales started earlier also due to the quarantine of the weekend.
Marketers warn that the seller can raise the price a week and a half before the start of the sale and make a large discount based on it. Also, some stores use sales for advertising.
Sometimes it also happens that the store makes discounts only on certain products, with the expectation that customers will buy with them others for which there is no discount. Or they just discount unpopular items.
The reasons for this situation do not lie in the cunning of the sellers, but in the economic situation of Ukraine. First of all, the cost of money plays its role, or rather, the difference in its value in Ukraine and, for example, in individual European countries, explains the director of the Ukrainian Association of Commercial Network Providers, Oleksiy Doroshenko.
“Real discounts in Ukraine reach 30 percent. All that is higher is, as a rule, marketing”, – quotes the expert Delo.ua.
At the same time, consumer traditions have also fallen victim to the coronavirus in 2020: This time, Christmas sales in the United States will begin without its previous reach.
One of the largest retailers, Walmart, has already announced that its stores will be closed on Thanksgiving. And it was with the Walmart night sale in the United States that the shopping season began for more than 30 years in a row.
Or here’s another wake-up call. For many Americans, the start of sales is associated with the annual parade held by the Macy’s department store chain. However, this year it will be “redesigned for a television audience.”
Ukrainian trader Olena Buchinskaya says the big discounts this year are not worth it as the company is losing profits due to quarantine restrictions and a decline in consumer activity. According to their research, Ukrainians plan to spend an average of about 4,000 hryvnias during Black Friday.
Andriy Zhuk, head of the board of directors of the Association of Retailers of Ukraine, believes that the discounts will be greater, as last winter was abnormally warm and then a harsh quarantine began.
“The stores have accumulated many unsold balances. Therefore, the points of sale will try to stimulate customers to spend money,” Focus quoted him.
Even furniture brands that don’t normally make high-profile sales promise discounts of up to 70 percent this year. The complete list of discounts offered can be viewed on the blackfridays.com.ua portal.
The expert expects an increase in purchases due to the fact that many Ukrainians in this way will relieve the accumulated stress in connection with the coronavirus pandemic.
As the Executive Director of the Consumers Union of Ukraine Maxim Nesmiyanov suggests, although the store’s turnover will be higher than on any other day, the total sales volume during this discount marathon will be less than last year.
“Now we see that the priorities of the buyers have changed. If before it was equipment, things, now the first category of goods that consumers will look for includes medicines and food, ”he told Delo.ua.
News of Correspondent.net on Telegram. Subscribe to our channel https://t.me/korrespondentnet
