Black Friday, the online retail event that has become iconic, has continued it’s stratospheric growth path. Adobe, which records transactions from online retailers, has issued a report that shows a 23% increase in spending from last year’s sale.
That’s $6.22 billion in a single day.
An interesting statistic for Apple comes from smartphone sales, which accounted for $2.1 billion – by far the most significant sector of the sale. This is fascinating due to extremely sluggish sales for the most recent iPhone release, which may have -for the first time – been impacted directly by the Black Friday sales. This means that Apple, and other major retailers, will be forced to rethink their launch calendar and consider Black Friday, along with the other sales that have become associated with it, before making any strategic decisions. So, for the first time, the sale will have control over the largest companies in the worlds – who will need to think about how to ‘win’ Black Friday.
Meanwhile, the game, Cards Against Humanity, decided to make Black Friday a publicity stunt, and in doing so ensure that they will be the first site visited by millions of people every Black Friday. Some examples of what they sold in their 99% sale –
(none of these are jokes, all are real)
A Picasso Lithograph for $60.00
A Car for $34.99
$100.00 for $1.00
Bill Pullman’s Actual Flight Suit from Independence Day for $39.95
A Signed Photograph of Richard Nixon for $6.00
This is obviously pure comedy for Cards Against Humanity, but their intent has the potential to be transformative. It’s estimated that – after exagerations – they spend approximately $150,000 finding, purchasing and shipping various items, but that has yielded billions of website hits, and millions of dollars in sales, not to mention an insane boost in brand recognition. It’s a bargain at twice the price and certainly a masterstroke of guerilla marketing.
What will next year bring? Changes to significant business launches, and more bargains for the average consumer.