Every Friday, FashionUnited returns to a key event in fashion news. As the end-of-year holidays quickly approach, dedicated promotions, in-store and online, are also making a comeback. They start this month of November with Black Friday, one of the most famous promotional periods, mainly in the United States and more recently, in France.
The return of Black Friday
“Over time, Black Friday has established itself in people’s minds as one of the best promotional periods. It must be said that it takes place at the end of the year and that it is generally a good time to change your smartphone. Likewise, it is the ideal time to do your Christmas shopping (…) the official date for 2024 is November 29,” announces Buzzarena. The phenomenon, still recent in France, is very well known in the United States. For Americans, it is “a day of aggressive promotion (…) where reductions can reach – 90%. In France, the phenomenon appeared in 2010. It was Amazon who first imported the concept to France, and the number of participating brands has continued to grow. Since 2014, physical stores have also participated. Regardless, the promotions are not as important as in America,” the site adds.
“During this period, hundreds of thousands of euros are spent (…) the CSA Institute reveals that in December, French people can spend on average a little more than 530 euros. An amount that can be halved if shopping is scheduled during Black Friday and Cyber Monday,” analyzes Caminteresse.
The arrival of Cyber Monday
“Cyber Monday is a day of online promotions that immediately follows Black Friday. It is usually held the Monday after Thanksgiving. This trade event was launched in 2005 by American retailers who market their product online. The idea behind this practice is to encourage purchases on the Internet,” explains Caminteresse. This year, the event is scheduled for Monday, December 2.
“If the concept is originally American, many brands are taking part in the game in France (…) As its name suggests, Cyber Monday only takes place during the day of Monday (…) C On the other hand, it is a real full day of promotions which ends at midnight sharp and not before! As Cyber Monday marks the end of “Cyber Week” which began the previous Monday, the items offered come from remaining stocks and thus see their prices drop even further,” explains GQ.
For these promotions, brands do not hesitate to deploy significant resources: “In 2024, more than 84% and 70% of the brands surveyed are preparing to carry out campaigns for Black Friday (November 29) and Cyber Monday (December 2). And they are not afraid to inject budget: almost one in two people surveyed plan to devote 25% of the company’s marketing budget to Black Friday. Same proportion for Cyber Monday,” explains the Journal du Luxe. “Strategies that pay off. Last year, Black Friday, Cyber Monday and the holidays generated $1.45 billion in Media Impact Value (MIV), Launchmetrics’ tool for measuring the impact of online activations . North America alone recorded $644 million in MIV, while Europe generated $512 million in MIV,” the site adds. There is no doubt that the 2024 promotional season will be as beneficial.
- Black Friday and Cyber Monday, initially American, are very successful in France with major promotions.
- These promotional days, preceding the end-of-year holidays, allow consumers to make substantial savings.
- Brands invest heavily in these commercial events, generating considerable media and economic impact.
