A study of consumer and marketer plans and expectations for this peak season
Get a copyHuge consumer migration online due to the COVID-19 pandemic and its ensuing lockdowns, growing uncertainty about the economic outlook, and the very real prospect of discount fatigue from extended summer promotions are all looming large, and this Black Friday is set to be difficult to plan for marketers, who’ll find themselves in the hot seat.
With so much uncertainty about, we wanted to demystify the coming Black Friday for DTC brands, so we decided to go out and speak to both marketers and consumers alike about their plans for the big weekend.
Are consumers and marketers on the same wavelength this Black Friday? We wanted to uncover whether retailers were seeking to communicate with prospective shoppers on their preferred channels – or whether they’re simply adding to the marketing noise.
Discovering new places to shop versus purchasing where you’ve shopped before – we wanted to see whether consumers and marketers were aligned in their efforts this coming Black Friday.
Discovering new places to shop versus purchasing where you’ve shopped before – we wanted to see whether consumers and marketers were aligned in their efforts this coming Black Friday.