Small and medium-sized businesses are trapped in a “love-hate” relationship with Black Friday, the great discount campaign that arrives on November 24 and kicks off Christmas shopping. The sector is crossing its fingers that sales will finally take off, after an autumn in which the weather and the economic situation have slowed down consumption, especially in the fashion and home categories. But at the same time, he tries to distance himself with a campaign that does not pay him much.
“It doesn't make much sense to give discounts just before the biggest sales season, Christmas and Epiphany,” highlights Antoni Torres, president of PimeComerç. The employers' association has organized a campaign for December 1, 2 and 3, Escolta el batec del teu commerce local, with the aim of “raising awareness and sensitizing about the advantages of buying and consuming” in proximity formats, a way to differentiate itself from black friday and bet on their own formats.
“Commercial margins are increasingly narrower due to inflation and, given the situation, businesses have to make more aggressive discounts to encourage sales,” adds David Sánchez, president of Comertia. Despite this, he considers that the majority of businesses will participate in Black Friday. Otherwise, “it seems like you don't exist.” The feeling that you have to make more and more effort to sell the same as in previous years is widespread among retailers. “We anticipate a turnover equivalent to that of the 2022 campaign, but with a somewhat lower volume,” adds Sánchez.
Not only traditional commerce anticipates a black Friday of stagnation. The e-commerce sector, the primary driver of the discount campaign, also expects zero growth, confirms Juan Pablo Lázaro, CEO of the shipping company Sending. “We see a consumer crisis, not so much because of inflation, but because of the rise in rates, which has cut household budgets, so we expect a few weeks of zero growth compared to the previous year,” he continues. All in all, electronic commerce will grow these days compared to a normal week, which is why many companies have reinforced their workforces. Specifically, Sending has increased its installation staff by 25% and its drivers by 30%.
On the positive side of the balance, Lázaro highlights the calendar, which will help lengthen the campaign. “The last Friday in November, the official date of Black Friday, falls quite early this year, far from the December long weekend, so it is likely that shopping will be extended,” he says. Regarding the consumer, he believes that they will be able to benefit from greater discounts than in other editions. “Businesses need to sell what has not been sold in recent months.”
These more prominent promotions than usual and a consolidation of the campaign will lead to a transfer of Christmas shopping to Black Friday, says Marta Munné, head of Aecoc Shopperview. “More and more consumers plan their purchases for these dates, they try to take advantage of discounts; Before it was more of an impulse campaign, and now the price predominates,” she says.
