29 NOV 2021
5 MIN READ
As we enter the home-stretch of 2021, it can only mean that the biggest shopping event of the year has taken place once again.
This Week’s Internet Picks cover the latest news surrounding Black Friday, as well as how brands reacted to this retail bonanza.
Black Friday Boycott
Without a doubt, for many large businesses Black Friday is a huge money-making opportunity. However, The British Independent Retailers Association's latest survey showed that this year up to 85% of independent retailers are boycotting the event.
BIRA chief executive Andrew Goodacre commented that this comes as a result of a variety of issues faced by independent retailers. For example, higher prices and insufficient volume to make large discounts work are two notable problems. Additionally, many simply do not agree with the consumerist culture of Black Friday itself: this appears to be one of the biggest motivators for the mass boycott.
Black Friday aside, Christmas remains the one of the most important seasons for independent retailers. As such, most are focusing their efforts on this period instead.
With the ever-growing presence of Black Friday advertising, Which? have taken it upon themselves to investigate the legitimacy of Black Friday sales. When analysing the practices of some major retailers last year- they have discovered some questionable sales practices.
Looking into the recorded prices of Black Friday deals in 2020, Which? have reviewed the sales of Amazon, Argos, Currys, John Lewis and Richer Sounds. When comparing the apparent ‘discounted’ products with the costs of the items earlier in the year, Which? found that an astonishing 92% had been the same price or lower within the previous six months.
As a result, these retailers are receiving backlash with
circulating accusations of false advertising and unethical marketing. Consumers
are being advised that they should do a bit of detective work themselves when
making purchases this Friday – some bargain buys are not all that they seem.
Snapchat Opens AR Shopping Experience
Can’t make it down to the shops this weekend? Go shopping on Snapchat!
Starting on Black Friday (November 26th), Snapchat users will be able to access an AR (augmented reality) holiday shopping experience through the app, featuring immersive experience from six brands. Each brand will have a dedicated virtual store environment within the Holiday Market, where Snapchatters will be able to browse products holiday deals in an AR space that’s been custom-built and unique to each brand.
Coca-Cola, Hollister, Prime Video, Under Armour, Verizon and Walmart are all taking part; users can access the lenses through each participating brands public profile on Snapchat. Coca-Cola’s AR room will virtually recreate a visit to Santa, where users can take a photo with Santa and experience AR surprises! Users can explore Hollisters winter collection in a customer virtual retail space that links back to a microsite where they can make purchases. Fashion and beauty brands like American Eagle, Fendi, Dior and NYX Cosmetics have partnered with Snapchat on AR try-on and e-commerce lenses for the holiday season, giving users the chance to test the look before they buy.
The holiday shopping season is a critical time for brands to engage with consumers and augmented reality is the most personal, immersive and effective way to do so.