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Black Friday Deals: Consumers Want Deeper Discounts. Will Retailers Give In?

Shoppers are still reeling from inflation, even as pricing pressures are easing. Brands may need to offer deeper markdowns to ensure strong holiday sales.

Retailers are likely to offer deep discounts to bring in newly cautious consumers during the holiday shopping season. — Retailers are likely to offer deep discounts to bring in newly cautious consumers during the holiday shopping season. (Getty Images)

By

Brian Baskin

19 November 2023

BoF PROFESSIONAL

November and December are always a battle of wills between consumers and retailers. Shoppers have been trained by decades of Black Friday door busters to be on the lookout for deeper and deeper markdowns as they hunt for gifts. Retailers’ objective every year is to hold the line on pricing, or at least avoid retreating too far past 30 percent off. Few succeed.

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About the author

Brian Baskin

Brian Baskin is Executive Editor at The Business of Fashion. He is based in New York and oversees BoF's beauty, retail, direct-to-consumer, technology, marketing and workplace verticals.

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Retail

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