Jenny Miller

So you can avoid those hype traps.

So there are a few pitfalls that we see every year.

So I'd say the biggest one is training customers to wait for a deal.

So if you go too big every November, people will delay buying and only show up when everything's on sale.

So either you attract discount only shoppers who won't be back until the next sale or Black Friday ends up shifting the time of purchases.

So instead of increasing total revenue during the Christmas season, it just pulled forward that purchasing at a discounted price and lower margins.

Did.

Yeah, I think that's another classic mistake is discounting the wrong products.

So slashing prices on items that would have sold anyway.

And I think that destroys margin on the products with the healthiest demand.

And just as you did, you may then consider delaying the purchase or going elsewhere.

So as a result, I think a retailer's revenue headlines can look fantastic for Black Friday.

But once you strip out those discounts and returns, the profit story looks a lot less exciting.

Quite a mix.

So I think the big headline offers are still there, say 50% off or 75% off key products.

So very deep discounts that are quite easy to shout about and they drive traffic quickly.

Some retailers lean more on bundles or multi-buy offers.

So you'll buy one, get the second half price because that's quite good at lifting basket size.

without slashing the margin across the board.

And I think loyalty schemes are also taking centre stage.