Susan Hayes-Cullerton

How are customers reacting behaviourally to price promotions?

And perhaps a bit of FOMO as well.

Fear of missing out.

But also, I must ask, Black Friday used to be a Friday and now I've certainly seen things to do with Black Friday deals being offered long before.

So some might argue that if the deals go on for long, they kind of lose their urgency and appeal.

What do you think?

And how can promotions then shape customer expectations and particularly value perceptions long term?

But also too, Jenny, since we have as much data and comparison websites, et cetera, at our fingertips today,

Is there a sense then that people can also feel, well, is this really 75% off?

I mean, if I looked at this three months ago, is it really 60% off?

Do you think that retailers, through experiences like Black Friday, are they positive or negative over that brand trust sort of experience?

And that's very useful advice from a consumer perspective.

But from a business perspective, what do they need to do or not to do?

What should they be avoiding either in terms of marketing mistakes?

Well, it's interesting you say that because a couple of weeks ago I went into, and I will keep this nameless, a beauty brand provider because I wanted to get a specific thing done.

And they said to me, the person who was there, the receptionist at the place, she said to me, well, you know, the deals will be a lot better in Black Friday.

And I was going in ready to buy at that stage.

So then I promptly walked out and waited indeed for Black Friday.

Now, what advice would you give to that person?

To that type of sales training technique, because fundamentally it shifted the consumption, but also, of course, created the space then for me to go to a competitor.