Deals for Black Friday are starting to pop up, with Amazon leading the charge after announcing discounts and promotions three weeks prior to Thanksgiving, starting last Monday and running until December 22.
Amazon will continue to offer discounts in the following weeks to come. According to CNN Money, the upcoming discounts include a 30% slash on a 55-inch Sony 4K Ultra HD TV with Blu-ray player, a 40% cut on construction toys, 50% off selected home automation products and petsafe products, and $170 off the Sony Alpha a6000 Mirrorless digital camera. Amazon also offers Prime members the deal 30 minutes earlier than the rest in what they call “The Lightning Deal,” additionally throwing in a 19% discount on the 24-pack Cape Cod potato chips and 37% discount for a Tinkerbell pendant, said The Verge.
With the continuous change in digital trends, there is also a possible shift of shoppers opting for an online mode instead of hitting physical stores. In fact, Adobe forecast that online shopping will increase 11% this year compared to 2015, amounting to around $83 billion. According to the Principal Research Analyst for Adobe Digital Index, “Holiday shopping is a huge investment, and consumers get more sophisticated every year with their online and mobile shopping in order to secure the most popular gifts at the best prices.”
On the other hand, Head of North America Ebay, Hal Lawton, also the Senior Vice President of the same company, observed that aside from the shift in the approach to holiday shopping, there is also a shift in the timing. Lawton said, “Data shows that consumers are starting their holiday season earlier than in years past and stretching out their shopping window which means the historical retail holiday season is expanding. Retailers are responding especially online, where they can make fast changes if necessary,” notes Forbes.
It is possible that because of these new trends, the shopping center giants are also changing their strategy to address the shift in consumer priorities.