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Black Friday And Cyber Monday Sales Set To Grow 1.8%
Chief marketing officers (CMOs) at the top retailers in the U.S. expect both Black Friday (November 27 this year) and Cyber Monday (the first Monday after Thanksgiving) sales to grow 1.8 percent this holiday season.
The majority (96%) of retailers say they will increase promotions and discounts this year. More than half (55%) of retailers planning online campaigns will rely on email promotions to increase holiday sales.
"Flat sales predictions are a recurring theme this holiday season," said Ted Vaughan, a Partner in the Retail and Consumer Product Practice. "Retailers plan to focus on promotions for the entire holiday season so there will less emphasis on Black Friday and Cyber Monday than in years past."
"Further, the heavy discounting necessary to get consumers out and shopping on Black Friday and Cyber Monday will preclude retailers from reaping major sales gains. However, the fact that most retailers do not expect to see a decrease in sales on these days is a sign that the economy is stabilizing."
When it comes to online campaigns, 55 percent of CMOs, and 69 percent of the top 100 retailers, plan to focus most heavily on email promotions. The remaining retailers will focus on free shipping (16%), search engine optimization (15%), social networking (10%) and special products available only online (4%).
The majority (61%) of CMOs anticipate that Black Friday sales will be flat this year, while 33 percent predict an increase in sales and 6 percent predict a decrease. Of the retailers who predict that their comp store sales will increase this year, more than half (54%) expect their Black Friday sales to increase.
More than half (65%) of CMOs expect flat Cyber Monday sales, while 32 percent predict an increase and only 3 percent anticipate a decrease. Forty-three percent of retailers who expect their overall sales to increase for the season also expect to see a lift in Cyber Monday sales.
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