At the end of this month, we will dive back into the Black Friday craze, a phenomenon that is completely turning the Dutch retail scene upside down. But wait a minute, while discounts are flying around us, there is also a growing trend of more conscious consumption that steals the spotlight. Buckle up, because we're going to take a wild ride through the world of crazy discounts, AI-driven campaigns and the art of conscious consumption. Ready to start? From American Import to Dutch Bargain Festival, with a touch of awareness!
Black Friday has exploded in the Netherlands! From an obscure American phenomenon to a full-blown shopping party that makes even Santa Claus pale. In 2023, we broke the ceiling with a turnover of 366 million euros - an amazing increase of 53% compared to the year before. Not crazy, right? But how do we achieve that? Two words: AI marketing. Smart tools and algorithms start bombarding potential customers via all imaginable channels as early as October. The “media barometer” shows that Black Friday in November even overshadows the Christmas quest. Mind = blown. It's like the entire month of November is one big countdown to the ultimate bargain day, with excitement and anticipation increasing day by day.
Let's dive into the consumer's brain. FOMO is the big culprit here, especially among Gen Z digital natives and millennials. 73% of Gen Zers can't resist a big discount, and more than half feel pressured to buy during Black Week. In the Randstad, it's completely crazy, with shops and advertisements that bombard you from all sides.
It's a psychological game that plays on the fear of missing out, making the urge to buy almost irresistible. The retailers know exactly how to use this weak spot to explode sales.
Simply lowering prices? That's right, 2020, and at Yellowgrape, we push our customers to get creative. Think daily themed promotions, flash sales, and free goodies to sweeten the deal. Timing is everything: focus on Black Friday and Cyber Monday, but keep the hype going throughout the week with strategically placed ads and emails. It's all about creating an experience the customer won't forget, something that goes beyond just the price. It has become an art form, where every action is carefully planned and executed to achieve maximum impact.
AI has become an integral part of Black Friday marketing. These smart systems analyse everything: from your browsing behavior to your social media activity. The result? Hyperpersonalized ads that know exactly what you want before you know it. We're talking about next-level use cases: product recommendations based on your buying history, perfect timing of countdown ads, and ads that adapt to the device you're looking at.
It's like technology has developed a sixth sense that knows exactly how to get and keep your attention, exponentially increasing the chances of making a purchase.
But wait a minute, not everything is roses and moonshine. There is a growing awareness about the downside of all that shopping. Enter: Green Friday. Companies like IKEA and Bever are changing course with sustainable alternatives. Used furniture, free maintenance, repair services - it's all part of the new Black Friday experience. This includes our own customer Boombrush with a recycle service when purchasing their new toothbrush.
It's a movement that's gaining more and more followers, encouraging consumers to think about the impact of their purchases on the planet. It is a step towards a more sustainable future, where conscious choices are central.
Interestingly, the number of Dutch people who want to completely ban Black Friday has fallen from 33% last year to 15% now. However, only 11% plan to spend less this year.
The younger generation is still going wild, probably because they're second nature to online shopping. Oh, and fun fact: more than half of the Dutch have never bought anything in a physical store during Black Friday. Online is king, baby!
It's a shift that's forever changing the way we shop, with the digital world gaining the upper hand and leaving physical stores behind.
Black Friday is at a tipping point. Consumers want more than just low prices - they're looking for a story, a connection, a purpose. The future? Think personalized Black Friday experiences with AR, virtual events to reduce CO2 emissions, and a focus on the circular economy.
It's a vision that goes beyond traditional bargain hunting, where innovation and sustainability go hand in hand to create a better world. It is a challenge for retailers to meet these new expectations while maintaining profitability.
The ball is ours, folks. We have the power to transform Black Friday into something that matches our values: conscious, sustainable and personal.
So the next time you see an “awesome deal,” ask yourself, “Do I really need this? Is this company legit? Will this purchase have a positive impact?” Let's upgrade Black Friday to something that will benefit us all - ourselves and the planet. Game on!
