Black Friday in Spring
Black Friday now isn’t just for the day after Thanksgiving. With consumer awareness of Black Friday sales and promotions growing, it’s now started to stand for rock-bottom pricing at other times of the year, with home improvement and other categories now offering Black Friday pricing and sales events in the spring.
While retail spend does increase on a seasonal basis from January-April, increase in springtime ads featuring Black Friday messaging was proportionally much higher, peaking at $2.7M in the second week of April in 2014. Meanwhile, 2013 spend on “Black Friday in spring” for the same period peaked in the first week of April, at $4.2M.
Home Depot is by far the leader in Black Friday ad messaging spend this year, and has spent $4.8M YTD with ads that announce Black Friday’s return to springtime. Bon-Ton Stores, Inc., a regional department store company, came in at #2 with $635K of spend, rolling out "Black Friday Deals Weekend" ads for its seven department store brands. Meanwhile, Lowes was the top spender in 2013, spending $4.5M as compared to just $1,100 so far this year. Overall, 13 brands used “Black Friday” messaging for spring sales events in 2014 as compared to 10 in 2013.
Though spend for springtime ads with Black Friday messaging was higher last year, advertisers started earlier this year, with consistent spending each week building up to April. Tennessee supermarket chain Food City starting running an ad the third week of 2014 for its Midnight Madness sales event, comparing savings to that of Black Friday. Bob’s Discount Furniture Store spent nearly $35K during the first two weeks of February and continued spending each week to date, claiming its President’s Month sales to be even better than Black Friday prices.
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Need to Know More?
Our analysis of spring Black Friday ad trends is based on our AdScope monitoring of the multimedia marketplace. Our scope extends beyond Black Friday, so if you would like to know more about how a particular category, brand, or messaging is faring across the entire media mix, we can provide actionable insights based on our broad range of solutions.
Senior Account Service Representative, AdScope
Kantar Media Ad Intelligence