Like it or loathe it, Black Friday is now big business in the UK with retailers (led by the likes of Amazon in recent years) leading the way for up to a week of deep discounts at the back end of November. Black Friday is changing the face of Christmas shopping with many purchases now taking place earlier than the traditional December run-up as shoppers take advantage of Black Friday savings. We're also witnessing that other US import - an expectation of discounts even outside of traditional sale periods.
One of the businesses run by The Digiterati co-founder, Marie Page, has a big American customer base which has long embraced the expectation that is the Black Friday Bonanza. It's traditionally been the biggest revenue generating week of the year.
In 2014 Marie published her integrated Black Friday campaign as a case study. You can read more about it here and click through to the final section to read her thoughts 11 months on, and to see what they are going to do differently this year.
Read the full report online:
Looking back at Black Friday 2014 - multiple integrated channels
Plans for 2015 - small business integrated campaign on a budget