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Call it Black Friday, extended.
October saw an initial round of discounts, as Amazon, Walmart and Target sought to get an early jump on the holiday season. Now, a second round of early holiday kickoff events is getting underway.
While Halloween has yet to arrive, holiday-focused savings events are continuing to roll out across the retail landscape. Some retailers are even moving up Black Friday discounts to the beginning of November.
In particular, ecommerce sales focused on particular categories are appealing as an avenue to help consumers find savings. Online shopping modes allow more frequent touchpoints with consumers that may be shopping at any time, rather than saving up for the individual trips to the store. While Cyber Monday added post-Black Friday events, ecommerce is now a way for retailers to hold events before Black Friday.
There are signs that marketplaces are taking opportunities to meet customer demand. According to a recent survey from Accenture, 45% consumers said they are shopping in different times than years past in search of deals, while 42% said they are shopping when promotions are offered.
Amid price pressures from inflation, consumers are also seeking to stretch dollars. The survey showed that 44% of consumers said they were shopping earlier to ensure they have what they need.
Add in a retail outlook that is growing cloudier and a glut of inventory that resulted from supply chain shocks, and retailers have extra incentives to discount early and often.
Here’s a look at the latest round of pre-Black Friday events:
Way Day 2.0
Home goods-focused marketplace Wayfair is adding a second Way Day to the calendar this year. It’s set to kick off Oct. 26 at 12 a.m. ET and run through Oct. 27. The first Way Day is typically held in the spring.
“This year, we know that great value is more important than ever, which is why we worked with our tens of thousands of supplier partners to bring back our global Way Day event and offer some of the best deals of the year to help our customers make the most of this holiday season,” said Steve Oblak, chief commercial officer at Wayfair, in a statement.
For the sale, Wayfair is advertising savings of up to 80% in categories such as furniture and decor, seasonal decor and housewares.
Shoppable content will also play a role. Alongside the sales event, Wayfair said it is rolling out a slate of holiday livestream events through Wayfair on Air, which is the video commerce experience on the Wayfair app. Home experts Albany Irvin, Danny Boome, and Julianna White will be showcasing deals, and offering tips.
Amazon Holiday Beauty Haul
Before rolling out Prime Early Access Sale this year, Amazon debuted this early holiday event in 2021. It’s back for 2022 with a multi-week run.
This year, the Amazon Holiday Beauty Haul is running from Oct. 24-Nov. 6. The event's landing page is advertising products for holiday looks, winter skincare and men’s grooming, among other offers. According to the Hollywood Reporter, the event will offer Amazon Live events featuring Selling Sunset star Chrishell Stause and Real Housewives of Atlanta star Kandi Burruss, among others. This event doesn’t require a Prime membership to realize savings.
From YouTube to You
Tucked into YouTube’s Advertising Week announcement of new features was a teaser for the second edition of From YouTube to You. The event is set to kick off on Nov. 10.
“This year’s event will include livestreams, videos and Shorts featuring brands and retailers like Ulta Beauty and TULA Skincare,” the platform wrote.
It comes after YouTube made a series of shopping-focused updates this year, including a partnership with Shopify to connect product catalogs, the rollout of shoppable livestreams and tools that allow creators to turn content into virtual storefronts. It seems that those will all be put to work for peak season.
Walmart: Black Friday Deals for Days
Following up its Rollbacks and More event in early October, Walmart is bringing its Deals for Days event to November.
This event will include three events over the month, then culminate in Black Friday. Members of subscription program Walmart+ will also gain early access to deals.
Here’s the schedule, provided by Walmart:
- Event 1: Deals begin online Nov. 7 at 7 p.m. ET and continue in stores Nov. 9. Walmart+ Early Access runs 12 p.m. ET – 7 p.m. ET on Mon., Nov. 7.
- Event 2: Deals begin online Nov. 14 at 7 p.m. ET and continue in stores Nov. 16. Walmart+ Early Access runs 12 p.m. ET – 7 p.m. ET on Mon., Nov. 14.
- Event 3 Deals begin online Nov. 21 at 7 p.m. ET and continue in stores Nov. 25. Walmart+ Early Access runs 12 p.m. ET – 7 p.m. ET on Mon., Nov. 21.
- Cyber Monday: Nov. 28
Target Black Friday Deals
Target began its Black Friday deals even earlier, kicking off the holiday savings on Oct. 10. Through Thanksgiving week, the retailer is rolling out new weekly deals on Sundays. Discounts up to 50% will be available on toys, electronics and everyday essentials.
Target is also rolling out Deal of the Day offers through Dec. 24. Apple, KitchenAid and Nintendo. While most deals are available both in-store and online, some select deals will be online exclusives.
Trending in Shopper Experience
Father's Day is expected to break records, according to NRF and Prosper Insights.
Consumer spending is expected to break records this Father’s Day, according to new data.
A forecast from the National Retail Federation and Prosper Insights & Analytics shows the following:
Father’s Day spending is expected to total $22.9 billion.
That would be an increase above the $20 billion spent in 2022, and would break the record of $20.1 billion that was recorded in 2021.
Three-quarters of consumers are planning to celebrate Father’s Day this year.
Average spending per person is expected to reach $196.23. That’s up from $171.79 last year and above the record of $174.10 spent in 2021.
“Father’s Day remains a momentous occasion for Americans to honor the important men in their lives,” said NRF President and CEO Matthew Shay, in a statement. “Consumers plan to celebrate the holiday in a big way this year, and retailers are ready to help make it special.”
Here are a few more key data points from the forecast:
Ecommerce for dad: Online is the biggest shopping destination for Father’s Day gifts, as 43% of consumers are turning to ecommerce. That’s up from 40% last year. Meanwhile, 38% will shop at department stores, up from 34% in 2022.
In the box: The survey showed 42% of consumers are interested in giving a subscription box as a gift. That’s up from 37% last year, and amounts to the highest interest since NRF began tracking the gift option in 2019.
Top demographic: People in the 35-44 age group are the “big spenders,” said Prosper Executive Vice President of Strategy Phil Rist. They’re expected to outspend other consumers by $100. The 45-54 age group is expected to see the biggest increase, with $57.04 spent.
Top gifts include clothing (55% plan to buy), a special outing like dinner or brunch (52%), gift cards (48%) and personal care items (32%).
The gift of time together: Nearly one-third plan to give a gift of experience, such as tickets to a sporting event or concert. That’s up 25% from last year, and the highest share since NRF began asking the question in 2016.