Ceaseless sales

Sales are no longer seasonal events. They’re strategic, year-round opportunities. With price-savvy consumers constantly tracking value, brands must evolve their approach to promotions or risk losing relevance.

Sales culture has shifted. What used to be confined to Black Friday or Boxing Day now plays out across the calendar – from summer drops to payday flash deals. Consumers have grown used to scanning for bargains, comparing prices, and holding off for better offers.

Digital tools, tracking platforms, and savvy marketing have made year-round discounting both an expectation and a challenge for brands that want to maintain value perception.

The Black Friday effect – and beyond

Black Friday still packs a punch, but it’s no longer the only moment that matters.

• There were 10% more transactions on Black Friday 2024 than there were in 2023
• Transaction volumes on the day itself were 84% higher than the daily average for the rest of the year
• Over the Black Friday weekend, retail and food & drink transactions were higher than at any other point during the year.

Smarter shopping, savvier strategies

Consumers aren’t just chasing deals – they’re scrutinising them.

• Price comparison tools and browser extensions are part of the buying journey
• Value perception is critical – over-discounting risks eroding reputation.
   

What this means for brands

Constant discounts can win attention – but risk eroding value. Brands must be strategic, transparent and disciplined.

1. Use promotions with purpose – tailor deals to drive loyalty, not just traffic
2. Guard brand equity – avoid over-reliance on price to attract customers
3. Empower smart shopping – help consumers feel in control with tools, comparisons and clear value communication.

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