Nearly half of marketers globally (46 per cent) are considering cancelling their planned Black Friday sales holiday this year due to ongoing uncertainties surrounding the pandemic, according to research by Emarsys.
Another 81 per cent of retail marketers are planning to encourage their customer base to shop online as opposed to in-store as a safety precaution.
However, out of 2,000 UK consumers, 74 per cent say they missed elements of shopping in physical stores.
With 100 days until the sales holiday, only 13 per cent of marketers have finished their Black Friday preparations, a quarter of which admitting their company is yet to start any planning at all.
“With just 100 days until Black Friday, it’s clear that many marketers are less prepared than they should be for the annual retail event,” Emarsys director of customer engagement Payal Hindocha said.
“However, while uncertainties around in-store activities are understandable, given the last 18 months, this is a key event in the calendar, and the time for finalising plans is now.
“While the last year and a half has been disruptive, there is still time to effectively plan for any eventuality, whether sales go ahead in-store or businesses are once again forced to pivot to online-only.
“At the same time, it’s worth remembering that while Black Friday is a big priority for this quarter, it’s not just about the biggest discounts or securing the most sign-ups from new customers.”
Nearly £6 million was spent by UK consumers during last year’s Black Friday sales holiday, with the average basket spend being around £295.