Black Friday is one of the most anticipated days of the year by consumers and traders around the world. It consists of a real day of sales, born in the United States and exported globally, in which it is possible to make really profitable deals.
In fact, no one can miss the opportunity to buy products at very low prices, so that discounts can reach up to 70%.
This year the appointment is set for November 23rd, but it will be possible to do business for the whole week before this date and, in many cases, even a few days later. And this is precisely why we often talk about Black Week.
The Black Friday consists of one day, set for the last Friday of November, in which many companies offer very high discounts on some of their products so as to attract customers to their store or e-commerce with the aim of record an important increase in turnover.
Although the function of Black Friday is purely consumerist, both parties are benefiting from it: on the one hand, traders are able to get attention and boost their sales volumes in a period that is not yet characterized by the race for gifts of the imminent period Christmas and other consumers have the opportunity to take home products for their profits that, if purchased in another period, would have entailed a much higher economic expenditure.
The origin of Black Friday is American and tradition has it that it always falls on the last Friday of November, or the day after Thanksgiving.
It is said that the origin of the name was born in the city of Philadelphia to describe the huge traffic congestion due to the shopping frenzy that usually occurs on the streets of that city, as in all the United States, right on that date , which has become a real “Black Friday” for motorists.
Another version, however, wants Black Friday to be called this way because of the huge earnings of the traders, who, instead of registering them with the red pen (used to indicate losses) used the black one, thus signaling a positive voice.
The economic power of Black Friday has also convinced many European states, including Italy, to make this anniversary their own, which over time has also had an important evolution.
The discounts, in fact, are now made not only in stores, but also in e-commerce. This makes it possible to extend the time period of the sales to the week preceding the “Black Friday”, but also to a few successive days. Consequently, the expression Black Week has become a frequent use, coined to indicate this time span, which is generally concluded with the so-called Cyber Monday, the Monday following Black Friday entirely dedicated to special offers on electronic products only.
From a marketing point of view, Black Friday has become one of the moments of the year in which to focus strongly on the design of strategies aimed at introducing consumers to the products and discounts offered by each brand.
An important role is played by digital technologies, which make it possible to carry out both paid and organic campaigns. It will be easy to notice, for example, the numerous sponsored ads on Facebook journals or between Instagram stories. Socials are a powerful tool, as they allow visual, creative and extremely targeted communication.
Statistics on search volumes in the main engines reveal very interesting numbers. In the chart below you can see how much interest in Google has increased for the Black Friday keyword in the last five years near the end of November.
The increase in the search for information on this event in the last few years is evident and therefore it is necessary to integrate the paid campaigns with accurate SEO strategies.
Every brand should care about it, trying to provide information content that can redirect, also thanks to an accurate internal link building, to sections of its site that are more commercial and capable of real conversions.