Royal Mail survey on Cyber Week

Royal Mail has commissioned a survey of retailers about Cyber Week 2016 and 78% of those who are participating in the event are planning discounts of up to 50%. It isn’t clear however how many retailers will be playing a part in this event given the potential for supply problems and the PR disasters that happen after such an event.

The Royal Mail survey run by YouGov found that nearly a quarter of retailers taking a part in Black Friday have said that they would offer free gifts to shoppers spending more than a certain amount, while nearly 20% plan to offer free shipping on all online purchases.

In a statement Royal Mail added: “Findings from the research suggest that the annual sales event could also be used by many retailers as a way to trial new products as part of a planned product entry strategy. Around one in ten said they planned to discount brand new products to generate interest in both the product and their business.

“Nearly half (45%) of retailers interviewed expect Black Friday to account for up to 50% of their Christmas period sales. When asked how they expect this year’s sales to compare to last year, 35% said they expect sales this year to equal that of last year, 12% believe sales to be higher this year, while only 6% think sales this year’s will be less than last year.

Given the logistics nightmares that can take place, as well as the spike in demand that has its own costs, not every retailer is having a Black Friday event. It isn’t clear who is and isn’t going to join in this year and whether Black Friday is a flash in the pan or is here to stay…

 
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