FEATURE
HOW BENEFICIAL IS BLACK FRIDAY TO CYCLING BUSINESSES?
BikeBiz asks the cycling industry for their views on Black Friday and Christmas promotions
L
ast year’s Black Friday saw brands across many sectors running promotions for consumers to kick off the Christmas shopping season.
Originating in the US, Black Friday sees retailers offer
products for a discounted price. Deals can often be seen throughout the month of November though, and the event usually marks the beginning of a busy sales period for high street and online retailers. Black Friday is always the day after Thanksgiving in the US, meaning that last year it fell on 25th November. But in a recent survey, the British Independent Retailers
Association (BIRA) revealed that more retailers decided to boycott the sales last year as the cost of living crisis hits. The association, which works with over 6,000
independent businesses of all sizes across the UK, surveyed its members, which are made up from single retail outlets to small chains, large department stores and agricultural dealerships, to see if they would be taking part in the pre-Christmas sale. For the second year in a row, the majority said they would not be slashing their prices ahead of the festive
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season. Of those asked, 86% revealed they would not be holding the sale (1% higher than 2021), while almost 70% said they had not participated in it in previous years. Ahead of Black Friday, Andrew Goodacre, CEO of BIRA, said: “With another Black Friday on the horizon, once again many independent retailers will be choosing to ignore this event. From an indie retail perspective, Black Friday is seen as a big business, internet event. This makes it very hard for the smaller retailers to compete as they just do not have the buying power of the large retailers.” He added: “In general independent retailers do not see Black Friday as an opportunity. This has been a recurring trend over the years as the large chains and internet retailers dominate the consumer marketing.” With this in mind, BikeBiz asked businesses in the
cycling industry if they ran any promotions, and if so, were they beneficial? We also asked if they would be running any similar deals over the Christmas period, and whether or not they saw an uptake in business over Christmas.
These questions were asked prior to the Christmas period. January 2023 | 39
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