• School’s out, store’s in

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  • How will Black Friday impact bricks-and-mortar footfall?

    In Europe, there is no doubt that Black Friday has reached unprecedented levels of popularity; according to Adobe Digital Insights, spending has grown by 124% in the past four years.

    This is certainly having an impact on how retailers and shopping centres plan their seasonal promotions, as we discussed in our recent blog, welcome to Black November.

    However, when it comes to retail activity on the day itself – which this year falls on 25th November – not all channels are created equal. In 2014, we saw scenes of busy stores splashed across the media, with shoppers fighting in the aisles to secure a bargain.

    Last year, though, Black Friday traffic swung away from stores towards online, with some regions experiencing a decline in footfall compared to the previous year. For example, in the UK, where Black Friday is most firmly ….

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