Many brands are finding themselves needing to extend their Black Friday and Cyber Monday deals earlier and longer than intended, largely driven by Amazon's earlier start to the sales period.
As the promotional window expands, brands face challenges balancing creative approaches while managing deeper discount structures that they may not have originally planned to sustain.
The challenge for brands is that what was once a single day for Black Friday is now evolving into lengthy discount periods that can mislead consumer expectations regarding value.
The extended sales windows have made it difficult for brands to manage their discounting strategies, as consumers grow accustomed to deep discounts for prolonged periods throughout December.
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