A Wren Says

Years ago, the phrase “Black Friday” sent shivers down some shoppers’ spines, as they remembered the stampede of 2008. Then slowly, the day began to extend into Thanksgiving, then the whole week, and now it seems the entire month. Black Friday is no longer so much of a day as it is a feeling I guess. It’s about you wanting to save some money, and brands doing their hardest to take all of it from you.

People are looking for deals to make their holiday shopping work as they try to cut their discretionary spending amidst rising costs. Brands are responding by increasing the deals. And for some of them, that means extending the deals period. They are making it easier for you to take part in the sales. So, have at it, why don’t you?

As a shopper, this seems amazing. I get to save money. But as someone who is focused on newness, this seems no bueno. If I take part of the deal now, the gift I get won’t be relevant to the recipient in six weeks from now. I’m personally feeling that pull, on top of looking forward to what the economy holds and thinking about whether I should be saving my money instead.

I wonder how brands are balancing that tension. How do you balance extending holiday promotions period with this accelerated trends cycle and a much more volatile economy? I don’t envy anyone who is making those decisions, but I will be sitting back and analyzing them all.