By now, most people are familiar with the concept of a ‘Black Friday’ sale. This coinage of the name for massive sales offered during Thanksgiving dates back to 1961. Cops and city merchants having to deal with never ending lines of over-enthusiastic shoppers appropriately termed it a Black Friday.
The name has stuck for over 50 years now, but a lot has changed. A new concept has come – that of digital marketing; a concept that is responsible for taking Black Friday beyond the borders of USA.
For the uninitiated, the event marks a Friday sale when shop owners open their shutters to specific products for jaw dropping discounts. With the advent of social media, global brands such as Walmart and Amazon are making every effort to go global. In fact, even smaller stores are cashing in on the hysteria and bran value of a ‘Black Friday’ sale and using it to attract consumers.
Last Friday saw countries like United States, Canada, UK, Mexico, India, Romania, France, Germany and Australia celebrate Black Friday sales. This was possible only due to the growing popularity of the special sale on social media, enabling companies to market it across the globe.
For instance, Amazon’s record sale was over 7.4m products in the UK last year alone where they sold 86 products a second. This year they brought it to India, making their global store available here with added import duty. In the run up to the sale, Amazon used online marketing to spread the word across the country.
Needless to say, social media has brought the whole world together, making it a closely-knit community. This only works to the advantage of big corporations who can use the success of an event in one part of the world and try it out elsewhere.
As long as digital marketing remains an active component in driving sales, Black Friday will continue to gain popularity in newer territories.
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