Embracing US retail tradition Black Friday helped Watches2U achieve a year-on-year sales uplift of 437%.
Black Friday is a discounting initiative run by retailers in the US on the Friday following Thanksgiving Day, which is regarded in the States to be the official kick off for Christmas shopping. This year Black Friday fell on November 29.
While the promotion is still primarily run by retailers in the US, it is becoming a popular strategy with stores in the UK. Asda, John Lewis and Amazon UK all ran Black Friday deals this year, as well as an increasing number of independent brands and retailers.
Watches2U offered shoppers a 15% discount on all full-priced stock through the discount code Black15. This was backed up by a social media marketing campaign.
The Black Friday promotion proved to be a commercial success with sales on November 29 up 437% on the same day the previous year.