Will the iconic Black Friday shopping spree be a thing of the past? In its place, “Cyber 5” emerges with nearly a whole week of bargains, as shopping continues past opening hours.
‘Cyber 5’
Until a few years back, Black Friday was mainly seen on American television, but now that the annual shopping frenzy has spread to the rest of the world, it already seems to be a thing of the past. In the United States, over a quarter fewer visitors rushed to the stores, compared to the pre-Covid year 2019, and even 90 per cent fewer people visited stores on Thanksgiving.
That is no surprise, as most major retail chains stayed closed on Thanksgiving. Those who want to shop on the day of the holiday do so online these days anyway; shopping today is not confined to opening hours, Target CEO Brian Cornell explained to employees. It was a lesson they learned from the Covid-19 pandemic last year, and it is now the ‘new normal’.
Throughout the weekend, the usual rush did not materialise. Due to supply problems, the pandemic and labour shortages, retailers and brands internationally are trying their best to spread out the end-of-year shopping and the accompanying bargains over a more extended period. The terms ‘Cyber 5’ and ‘Turkey 5’ are gaining popularity in the US: no longer just one Friday, but five days of discounts and deals – both online and offline.
Covid makes or breaks
Although Covid-19 still had a significant role to play this year: countries that had until then remained relatively unaffected by the fourth wave of Covid were already eagerly preparing for Christmas, with the prospect of celebrating it for the first time in two years. In the UK, Britons spent a quarter more on Black Friday than last year, especially on clothes and beauty products. Spending thus went up slightly (2.4 per cent) compared to 2019. New Zealand also recorded record sales on Black Friday.
Due to stock shortages and logistical difficulties, however, there were generally fewer bargains to be had this year: in the US, there were exceptionally low discounts. In Great Britain and Europe, a whole number of major retailers deliberately did not participate. British giants Marks & Spencer and Next simply ignored Black Friday, while players such as Dille & Kamille and Decathlon turned the event into a ‘green’ Friday with fundraising campaigns and tips on how to be more green.
