Black Friday Discount Strategy: 3 Takeaways for Retailers

Published on January 19, 2023

Our recent survey reveals that many Black Friday and Cyber Monday sales volumes are just shifted, not gained. To truly increase sales, retailers need to be very strategic in how they offer discounts.

For many consumers worldwide (including myself) Black Friday and Cyber Monday mark the beginning of the holiday shopping season. At Simon-Kucher, we recently conducted an international study which shows that 87% of consumers are aware of Black Friday, and 64% aware of Cyber Monday. Both events strongly impact purchase behavior during the holiday season. As a consumer, I’m very excited. But as a pricing expert, the impact these discounts could have on retailers is worrying. Is Black Friday a positive way to drive sales, or does it do more damage than good?

Most people already have products in mind to buy on Black Friday – I know I have. Some look forward to the thrill of discovering new ideas and brands. Others have something specific sitting on…

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