Black Friday in the Digital Age

In light of the holiday season, we’ve been discussing “Black Friday” in my household. I was never interested in the whole shopping on Thanksgiving or the day after thing, just to wait in line for an hour and watch people tackle each other for the hottest toy of the season. However, I’ll admit that last year I ventured out to the mall around 10:00 pm on Thanksgiving, because everyone in my house was asleep.

What I discovered was interesting — the stores weren’t crowded. There weren’t long lines, people weren’t getting trampled; the mall was my oyster. Stampedes of people crashing through retailer doors that are typically shown on the 11:00 pm newscast were nowhere to be found. I was surprised, but took the experience for what it was and actually bought a few things.

I’m mentioning this now not only because Black Friday 2017 is around the corner, but because I recently read an article, Black Friday is dying, which makes my above experience make sense. With the rise of online retailers, consumers don’t have a reason to rush out after they eat their turkey dinner; they can sit back, relax and shop online from the likes of their home, and still enjoy those Black Friday savings. The article also points out that, “…with online shopping, consumers are increasingly realizing they don’t need to do all their shopping on one day.” Buyers are widening the gap in which they shop during the holidays, forcing brands and retailers to follow suit and spread out the savings over multiple weeks.

Whether you’re planning on heading out Thanksgiving night, shopping from home or waiting until after Christmas for better deals, it’s clear that technology is affecting the way consumers make purchases — including on what used to be a great night to people watch, Black Friday.

Related Stories

The Power of Curated Customer Experiences

Posted on 10.20.2017 by in Understanding the C-Suite

50% of B2B Customers are not satisfied with how they are marketed to and look to vendors to build stronger customer experiences.

Continue Reading »

Small Gestures Create Differentiated Customer Experiences

Posted on 09.28.2017 by in Engagement Strategy

At Farland Group, we hear the term “differentiated customer experience” frequently during our calls with clients. Businesses are constantly looking for ways to “wow” their customers and give them a compelling reason to revisit their store, click on their website  

Continue Reading »

Going That Extra Step: Creating Differentiated Customer Experiences

Posted on 06.26.2017 by in Engagement Strategy

Those of us who travel for business or pleasure most often receive customer surveys after our hotel stay, and some of us complete them.  We receive the automated “thank you for your input” note at the end of the survey  

Continue Reading »

Project Planning is Key to Driving Customer Engagement Programs

Posted on 05.25.2017 by in Engagement Strategy

If you’re hosting a dinner party with multiple courses that need to be timed perfectly, you’d map out your plan ahead of time, with all of the details necessary to ensure your dessert is not served before the main course  

Continue Reading »


Customer Advisory Boards

An advisory board is a powerful engine of engagement, insight, and business transformation. Make the most of yours.

A Board Success Factor: Business and Industry Expertise » Advisory Boards: How to Extend the Value »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Want to improve your standing with your C-suite customers? Deliver what executives want: ideas, inspiration, innovation, influence.

C-Suite Insight: Digital Disruption » Looking to Engage Executives? First, Understand What They Want »

Learn More »