Wu stated, "I think this year is extremely competitive, because everybody is launching their campaigns a lot earlier than they were last year. If you look at the times when campaigns were launching last year, it was around the beginning of November. This year, it was late October. It was already Black Friday in October." This highlights the accelerated pace retailers are adopting to not lose ground in an intensely competitive market.
Reflecting on the last-minute changes to campaigns, Wu noted, "The Black Friday scramble gets as retailers try to 'squeeze out as much as they can' from the holiday season. It's always been like this, because the Black Friday stakes are just so high." The pressure on brands is palpable as they navigate the frantic retail landscape during this pivotal shopping period.
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