THE CHANGING DISCOUNT LANDSCAPE
Unlike in years past, many big box stores
like Walmart didn’t market their discounted
goods as “doorbusters,” in their Black Friday
ads, choosing instead to stretch the deals out
throughout the season or even the day. And the
discounts are smaller this season as well.
Shoppers were also expected to pay on average
between 5% to 17% more for toys, clothing,
appliances, TVs and others purchases on
Black Friday this year compared with last year,
according to Aurelien Duthoit, senior sector
advisor at Allianz Research. That’s because
whatever discounts are offered will be applied
to goods that already cost more.
And for the first time, discounts on Cyber
Monday compared with a year ago are expected
to be weaker, according to Adobe. Still, Cyber
MondayremainsthebestdaytobuyTVswith
discountlevelsat16%, compared with 19%
discounts last year. Other categories where
consumers will find deals include clothing at
a 15% markdown, compared with 20% last
year. Computers are being discounted at 14%,
compared with 28% last year, according
to Adobe.
Overall holiday sales could be record breaking.
For the November and December period, the
National Retail Federation predicts that sales will
increase between 8.5% and 10.5%. Holiday sales
increased about 8% in 2020 when shoppers,
locked down during the early part of the
pandemic, spent their money on pajamas and
home goods.