Retailers rethink Black Friday 2021 plans amid Covid outbreak

46% of global retail marketers are considering cancelling their in-store Black Friday 2021 sales due to ongoing uncertainties around Covid-19, according to research from Emarsys.

This also reveals that 81% are planning to actively encourage customers to shop online rather than in-store as a precaution.

However, only 13% have finished their Black Friday preparations, with 28% admitting that their company is yet to start planning at all.

At the same time, though, consumer demand for in-store experiences remains high.

Additional data from 2,000 US consumers shows that 30% enjoy going into physical stores and have missed having this option during various lockdowns.

A further 40% still intend to shop in-store this Black Friday, despite rising cases of the Delta variant.

Payal Hindocha, Director Customer Engagement Solutions GTM at Emarsys, comments: “With just 100 days until Black Friday, it’s clear that many marketers are less prepared than they should be for the annual retail event.”

“However, while uncertainties around in-store activities are understandable, given the last 18 months, this is a key event in the calendar — and the time for finalising plans is now.”

Hindocha adds: “While the last year and a half has been disruptive, there is still time to effectively plan for any eventuality, whether sales go ahead in-store or businesses are once again forced to pivot to online only.”

“At the same time, it’s worth remembering that while Black Friday is a big priority for this quarter, it’s not just about the biggest discounts or securing the most sign ups from new customers.”

“Instead, retailers should see the event as an opportunity to attract loyal, repeat customers that will come back time and time again.”

“Retail marketers across the globe will need to work hard to ensure that they are ready for both the big day and the long term, no matter what the future holds.”