Black Friday sales offer consumers up to 50% off goods.
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Companies across London are extending their ‘Black Friday’ sales periods up to a month from the typical one-weekend to encourage customers to make purchases during the cost of living crisis.
The crisis has shifted consumer behaviour to save rather than spend, which is worrying business owners.
An unusually warm autumn also saw a fall in sales of winter items, leaving clothing outlets keen to shift their stock backlogs.
London businesses are hoping that discounted sales this weekend will make up for unpredicted losses earlier in the year.
Stores have been extending their Black Friday sales to up to a month. / Anna Simpson for City News
Research data from accounting firm PricewaterhouseCoopers (PwC) anticipates a spending fall of almost a quarter on last winter’s figures this Black Friday weekend, with less than 50% of people saying they were planning on making a purchase in the sales.
John Lewis’ Oxford Street store is adapting their usual 12 Days of Christmas campaign into a 45-day countdown.
Their Executive Director, Naomi Simcock, said customers have started their Christmas shopping earlier than usual to try and spread out the cost of gift-buying.
She thinks extending the sales period to match consumer habits is a “win-win” and means Black Friday being a one-weekend event “is a thing of the past”.
Other London boutiques, like Universal Works, have opted out of the sales completely, instead keeping pricing consistent for the run in to Christmas before regular January sales begin in the new year.
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Standfirst
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HeadlineBlack Friday Campaigns Are Being Extended to Manage the Cost of Living Crisis
Short HeadlineBlack Friday sales extended for cost of living crisis
StandfirstSeveral stores across the Capital have increased their sales window up to a month, instead of the typical single-weekend.
Companies across London are extending their ‘Black Friday’ sales periods up to a month from the typical one-weekend to encourage customers to make purchases during the cost of living crisis.
The crisis has shifted consumer behaviour to save rather than spend, which is worrying business owners.
An unusually warm autumn also saw a fall in sales of winter items, leaving clothing outlets keen to shift their stock backlogs.
London businesses are hoping that discounted sales this weekend will make up for unpredicted losses earlier in the year.
Stores have been extending their Black Friday sales to up to a month. / Anna Simpson for City News
Research data from accounting firm PricewaterhouseCoopers (PwC) anticipates a spending fall of almost a quarter on last winter’s figures this Black Friday weekend, with less than 50% of people saying they were planning on making a purchase in the sales.
John Lewis’ Oxford Street store is adapting their usual 12 Days of Christmas campaign into a 45-day countdown.
Their Executive Director, Naomi Simcock, said customers have started their Christmas shopping earlier than usual to try and spread out the cost of gift-buying.
She thinks extending the sales period to match consumer habits is a “win-win” and means Black Friday being a one-weekend event “is a thing of the past”.
Other London boutiques, like Universal Works, have opted out of the sales completely, instead keeping pricing consistent for the run in to Christmas before regular January sales begin in the new year.
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