Retail Roundup from Black Week 2024 so far
Let’s be honest, Black Week isn’t really a week anymore.
In recent years, Black Friday sales have taken over the entire month of November, starting with early deals on November 1st, rolling through Singles' Day on November 11th, followed by pre-Black Week sales and the actual Black Friday frenzy, finally wrapping up with Cyber Monday and countless ‘last chance’ campaigns.
The macroeconomic environment is in a better place than it was this time last year, and many shoppers feel more retail confidence thanks to lower inflation and interest rates.
Participation in Black Friday 2024 will likely be higher than last year, although it's unlikely to be spectacular — retailers will need to work harder to motivate cautious shoppers to spend, rather than save.
Here are our picks from European retail this month.
The Lipstick Effect
Skincare and cosmetics are expected to shine as standout performers during Black Friday 2024, just as they have in recent years.
It’s the Lipstick Effect in action — an economic theory suggesting that during downturns, frugal shoppers are more inclined to splurge on small indulgences like makeup or premium accessories.
Sounds like a win for luxury brands that are balancing markdowns and high order volumes with premium positioning.
Interestingly, today's popular fashion and beauty brands have mastered the art of tapping into the 'sweet treat' culture 🥐
They cleverly pair their products and brand experiences with imagery of butter, pancakes, berries, and coffee to evoke sensory cravings and the allure of a 'guilty pleasure'.
Boots
You'd be surprised if you think the retail industry has moved past the Black Friday scenes of crowds camping outside stores and rushing in as soon as the doors open.
Boots UK's app and website crashed repeatedly amid its "biggest ever" Black Friday sale as early as November 13th, placing enthusiastic shoppers in a virtual queue.
The UK health and beauty retailer seems to be running 22,000 deals throughout the whole month.
Le Creuset
Earlier in November, the coveted cookware brand Le Creuset launched a two-day weekend sale at its UK warehouse in Andover, Hampshire.
"Le Creuset on sale — I predict a riot," Hilary Rose wrote in The Times. "It's the only thing I can think of which is indestructible, lasts forever, won’t be nicked in a burglary and can be passed down the generations tax-free, all without needing any maintenance whatsoever."
The two-day in-person event was so popular among the local consumers that it eventually resulted in traffic chaos, prompting Hampshire police to step in.
Hundreds of shoppers turned up to snag enameled cast iron skillets and other high-end kitchen items at discounts of up to 50%, also including limited editions and rare colors.
Social media videos showed hundreds of cars lining the nearby roads around the business park.
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ASKET
"Closed for business — open for repairs." On the eighth consecutive Black Friday, Swedish clothing label ASKET shut down its online store and kept its Stockholm locations closed for business the entire weekend.
The Norrmalmstorg operated exclusively for repairs, and the Bondegatan Restore only put reconditioned garments on sale.
Holzweiler
Oslo-based, family-run fashion house Holzweiler celebrates the art of slow, mindful holiday shopping — this year’s gift guide campaign shines a spotlight on the brand team’s charming furry companions: Annie, Nansen, Indie, Salto, Tsar, and Roffe. No aggressive discounting.
Djerf Avenue
The Swedish non-seasonal, ready-to-wear brand Djerf Avenue just announced it's bringing a pop-up store to London.
The brand's fan community can expect clothes and everyone's favorite styles, including Djerfmas and Burgundy PJs, as well as Djerf Avenue Beauty, Hair Care Series, and some sweet little treats from Avenue's partners.
Smarter deliveries
With Black Friday still ahead, PostNL hit a record on Monday, November 25th, processing over 2.8 million parcels.
The entire industry, from online retailers to delivery carriers, now braces for unprecedented peak volumes this week.
PostNL reports that so far, 2.5 million Dutch customers have personalized their delivery preferences through the carrier's app, helping the e-commerce sector to manage Black Week sales and deliveries with more efficiency.
Parcel locker deliveries in the Netherlands have surged by 150% compared to 2023, as Dutch consumers embrace the flexibility and convenience of picking up parcels at their preferred time and location.
Earlier in September 2024, Stockholm-native parcel delivery service Budbee announced a major shift in the Dutch market — switching entirely to parcel lockers instead of traditional for the local consumers home delivery services.
In Sweden, meanwhile, Airmee announced that parcels no longer take days off. The carbon-neutral shipping carrier has rolled out nationwide weekend delivery services, with apotea.se becoming the first pharmacy chain to offer this convenient option.
Now, over 70% of the Swedish population can enjoy fast, reliable deliveries seven days a week, even in rural areas, making the country's e-commerce more accessible than ever.
Food for thought
Instead of relying on blanket Black Friday sales, many marketplace and brand retailers are shifting toward strategic, value-driven promotions throughout the year.
Think upsell offers, complementary bundles, loyalty benefits, and premium experiences.
Delivery and returns, for one thing, are already emerging as key revenue and profitability drivers far beyond the short-lived boost of aggressive Black Week discounts.
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