After explaining in more detail what Black Friday is in this article (read it here), here is what we are preparing at SEN NO SEN for Black Friday week.
First of all, an observation.
Currently, there are some outrageous Black Friday deals, with discounts of 70% or 80%. Some retailers have already started their Black Friday promotions at the beginning of the month (even though the event is supposed to be a one-day event on the last Friday of November).
Faced with these abuses, some brands are refusing outright to participate in Black Friday. In the United States, "Green Friday" is replacing the indecent promotions with more responsible practices from companies like Patagonia , which in 2016 donated 100% of its Black Friday sales to the "1% for the Planet" organization. Since then, similar initiatives have multiplied.
At SNS, last year we already donated part of our revenue to Surfrider Europe .
There's also a movement advocating for "zero discounts" during Black Friday, claiming that their products are fairly priced all year round and that it would devalue their work and contribute to overconsumption. Personally, I find this a bit extreme and hypocritical, especially coming from brands that ultimately use this anti-Black Friday for a cheap publicity stunt. Brands that have opened their capital to financial groups, or brands that produce at lower cost on the other side of the world... I find it a bit questionable to wave the banner of ethics in this case. And it's always easier not to offer promotions when you have the financial backing of a group, or when you can afford not to be profitable, or when they inject hundreds of thousands of euros to finance "growth."
The perverse effect of this kind of movement is felt by independent retailers who do not have the means to fight against the promotions of large brands/stores, but also do not have the means to fight during a week of global promotion where consumers will be bombarded with offers and certainly not during the week when they will want to pay the full price even if it is fair.
So what should we do?
Everyone is free to do things their own way. No one can impose a way of managing Black Friday. Not multinationals, nor future multinationals.
It's well established that Black Friday week is a week of promotional offers. The whole world talks about it, so it's a boon for all retailers and brands. It's an opportunity, for example, to sell items that aren't selling at their true value. Everyone knows that a product has value, but sometimes it doesn't work out, sales don't materialize. And these items sit on shelves, weighing down the cash flow of brands and retailers. So perhaps now is the right time to get rid of them?
The selection of items that are put on sale is key to this event. If customers have access to bestsellers at reduced prices, it doesn't make much sense and it creates bad habits for consumers, sending the wrong message and resulting in significant lost revenue for retailers who will bear the brunt of the promotion on their year-end balance sheet.
But historically, Black Friday is the time when retailers emerge from the red to prepare for the Christmas season. Ultimately, it's a week of sales with a different name. Except that sales in France have fallen out of fashion in the face of changing consumer habits. And besides, personally, I find the French sales system completely outdated and, frankly, illogical. Offering discounts on seasonal items just as the season is starting... Putting winter items on sale the first week of January when we're entering the heart of winter, or even having summer sales right before the summer holidays? There's much more to say about sales than about Black Friday, which is shorter and ultimately falls during one of the quietest months for retail.
At SEN NO SEN, I've decided to keep things sensible for Black Friday by offering discounts on end-of-line items, products that have become difficult to sell, and the last remaining sizes. Of course, our very last wetsuits won't be discounted. But we'll find plenty to keep our customers happy on this special day.
The discounts will be in line with my profit margins. So no 80% off, but rather 20% to 50% off, which is already very good on products that are almost never discounted the rest of the year.
But above all, Black Friday week will be a festive one for us . It's a chance to reconnect with our customers before the Christmas holidays and give them the opportunity to treat themselves or others to beautiful products.
An opportunity to discover or rediscover our hospitality in the physical store, and the pleasure of coming to see us.
We will prioritize our customers and give them priority access to promotions, whether in the physical store or on our e-store.
Next, this year again, we will donate 10% of our Black Friday sales to two charities, and this year in addition to Surfrider Foundation I have chosen CORAL GARDENERS who fight to preserve coral reefs in Polynesia.
Those who choose to buy at the normal price will therefore also increase the value of the donation to Coral Gardeners and Surfrider.
I already know that people won't come to us simply out of opportunism, and even if they do, everyone is welcome. If we can showcase the quality of our products and our service during Black Friday, it will only be beneficial for the future and will raise more money for charities.
ALOHA FRIDAY everyone :-)
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