Sales in seasonal holidays have gained popularity with the spread of large shopping centers and online stores in Ukraine. If you go back even 5 years ago, such popular events in Western countries as Black Friday, fairs in honor of Christmas or other holidays were not common here. However, now it is an integral part of the life of the modern consumer.
Black Friday is a new and unusual phenomenon that Ukrainian sellers have adopted from the US, where on such a day retailers set record high discounts on goods. In Ukraine, this phenomenon is more modest - most sellers did not exceed the threshold of -50%, but this is already the beginning of a good tradition.
The consumer society is just beginning to emerge in Ukraine and Black Friday is one of the factors that confirms this. This phenomenon plays into the hands of both the consumer and the seller, but the latter in Ukraine still does not see all the advantages and does not take full advantage of opportunities.
In the US, there is currently a stir that is difficult to manage and in some ways it seems like a mass panic. And in a sense it is.
The main reason behind the hype surrounding sales in certain seasonal holidays is that this offer is only one-time and is limited. In this way fraudsters are often used when they try to lure money from the victim. This transience of the action forces the consumer to make a quick choice, and hence more rash purchases.
The peculiarity of black Friday is that discounts do not work on a certain product, but on the whole range, so the buyer can afford to buy what he wanted, but not always what he really needs.
Black Friday in Ukraine has its own specific features. This year it has acquired a special efficiency and in comparison with the past, the interest of consumers has grown.
According to Yevgenia Rezuyev, Marketing Director of the Allo Group, this Black Friday was different from the past by the degree of customer involvement. "Partners with Google at the beginning of the year warned that the demand will grow not by interest, but at times - and it happened. In money terms, the year-on-year increase was more than double, "he said.
The big load was taken by popular Ukrainian retail chains, such as watsons - their site fell repeatedly during the holiday. Some networks were prepared and warned consumers about possible inconveniences due to heavy workload. For example, the Makeup website warned in advance that it would take longer than usual to deliver orders to customers.
Why black Friday is beneficial for the seller:
- Increases sales.
- Attracts attention.
- The most unpopular goods can be sold.
- Attracts the attention of new customers, who can become permanent.
- "Clear" shelves before the New Year season of sales.
The most important and most attractive are points 1 and 3, as this increases revenue, and hence revenues. In the United States, such shares are maximally profitable at the expense of full turnover of funds - a certain commodity, to which the price has fallen, can go into negative territory and the seller will suffer damage from it, but in general terms it will still be in the black at the expense of other goods. For Ukraine, this is still far from ideal. Discounts of -50% still yield income, although they are attractive to the consumer.
It is logical that the season of discounts is beneficial for the consumer in the first place. However, Black Friday gives several more reasons to make a purchase than in other seasonal sales.
- Buy goods cheaper than usual.
- Buy goods that under other circumstances could not afford.
- Buy unnecessary goods for your pleasure.
That is, such sales give the consumer the opportunity to satisfy their desires. Some consumers can prepare for a black Friday even for half a year, saving money to buy goods.
Moyo.ua is one of the few sellers who approached black Friday from an American point of view.
They combined Black Friday and Cyber Monday into a single sale, reducing prices for more than 6500 items. Sale on the network started on November 17, a week before Black Friday, and ended in the so-called Cyber Monday, November 27. For 11 days of discounts, buyers purchased "tens of thousands of goods for millions of hryvnia".
The maximum discount amount during the sale period reached 75%. At the same time, the average discount on the liquidation of warehouse balances was 50%, and on other goods - 24%. Moreover, in Moyo argue that, given the size of discounts, many products the company sold below the purchase price. This "generosity" in the company is explained by the desire to clear the warehouses for new products before the Christmas season. That is, in fact, it is the liquidation of warehouse balances, thanks to which buyers have saved more than 2 million UAH.