ParcelHero warns that chasing Black Friday shoppers could push High street retailers into the red…
Will you be offering any deals this coming Black Friday? With many online retailers already having started their sales, online delivery specialist ParcelHero says that traditional stores should avoid taking on Amazon in a race to the lowest price.
Prices are set to be slashed by many retailers on November 23rd in a bid to get Christmas shopper’s splashing their cash. But rather than joining in, High street retailers are instead being urged to focus on ‘everyday value, customer experience and emphasising staff expertise’.
ParcelHero’s Head of Consumer Research, David Jinks MILT warns: ‘Black Friday shoppers expect rock-bottom prices but also the same level of service and expertise as every other day of the year; and that includes free returns. For example. ParcelHero’s recent research revealed 50% of womens’ clothing bought on Black Friday last year was returned. Small wonder Black Friday sales seldom equal profit for High Street retailers.’
He also states: ‘B&Q is the latest retailer to join the likes of M&S, Ikea, Asda, Selfridges, Homebase and Primark in shunning ultra-cheap deals on Black Friday, and they won’t be the last. High Street stores have wages and landlord rents to pay; overheads such as heating and electricity to cover, and, of course, exorbitant business rates to meet. As such their bottom line is higher than online ‘A stars’ such as Amazon, ASOS and AO. ‘
David concludes: ‘High Street retailers shouldn’t seek to join in the Black Friday feeding frenzy when all the figures show that, long term, it is consistent good value; a great in-store experience, and knowledgeable, friendly, staff that are the key to rebuilding High Street sales. None of these things can be achieved if the majority of a store’s best deals are thrown into one day, in a crowded, pressurised shopping environment. Town centre stores should ditch Black Friday sales that risk pushing them into the red.’
What’s your opinion on Black Friday deals, and will you be taking part this year? We’d love to hear your thoughts.
