I am a big fan of holiday traditions, all kinds, but have never been a participant in the madness that is known as “Black Friday”. In all honesty, I am usually done with my holiday shopping by mid-October, so anything I would buy on this particular day would be something for myself.
Black Friday got it’s name because it indicated the period during which retailers are turning a profit, or “being in the black”. I understand this day is very important to retailers. The total aggregated sales from Black Friday are also used to gauge things like economic confidence and spending trends. I understand all of that for business to consumer (B2C) retail brands (BestBuy, Target, ToysRUs). A trend that has been occurring lately is for business to business brands to follow suit with “Black Friday Deals”. This is much more interesting to me.
I have received Black Friday emails and mailers from print houses (business cards, stationary, invites/announcements) commercial supply brands (copy paper, toner, pens, etc) and other agencies (marketing, advertising, interactive). These offers are very different from traditional B2B offers, which center around fantastic deals on limited quantities of wanted merchandise. The B2B offers are all about the lure…. Spend (insert amount) by (insert date) and get a savings of (insert amount) on your next order in 2011. The details vary depending on the service being rendered, but the idea is the same; capitalize on the notion of black friday, increase sales for Q4, and pre-book business for 2011.
Where I think this is interesting is that I really don’t equate the urgency I feel when purchasing my copy paper with the urgency I may feel in purchasing that new 50” flat panel LG LCD TV for $100. Black Friday is all about “scoring a great deal”... I just don’t’ get that same feeling about copy paper, pens, or print services. Is this trend of B2B Black Friday deals an effort to “get into the black”? Are we moving back in that direction? I think I’ll have to wait and see.
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Posted by Jennifer Carey on Nov. 26, 2010
Everyone knows “Grandma Got Run Over By A Reindeer” is the worst!! Although they all are pretty bad!
Posted by Jennifer on 12/17/2010 09:50 AM