In this report, Kantar looks at how the Black Friday phenomenon has grown into a mega sales event, kicking off the Christmas shopping festivities.
The sales event once seen as the best day to grab a deal has now become the center point of a much longer sales period, putting pressure on retailers to find new ways to incentivise their shoppers.
We deep dive into the key trends affecting shoppers and the high street, as deep discounting and promotional fatigue drive new ways to purchase including more service led propositions to maximise ease of shop and lessen friction.
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