Does France participate in Black Friday? Marketers guide 2021

Black Friday has been a staple in the retail industry for years. Does France participate in Black Friday? The short answer is yes. 

The Black Friday phenomenon has taken the United States by storm. From 2015 to 2018, the spending volume during this day is constantly returning spectacular numbers. This trend has seen adoption of Black Friday by other countries like France. 

On first thought one could think that French consumers would be fascinated by the idea of ​​saving money on products sold at greatly reduced prices. Most French retailers however, do not participate in this day and some question its impact. 

The trend is slowly beginning to pick up, and in this article, we’ll be discussing what black Friday entails and how to plan your campaign to make it most effective.

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Black Friday searches trend in France over years

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What is Black Friday?

Black Friday is a day when many retailers offer discounts to promote their products. The goal of these campaigns is to attract more customers, especially new clients. In France, this tradition has slowly gained ground over the past few years. In France, Black Friday is seen as a promotional period: discounts and offers vary from one store to another. 

In France, this tradition has slowly gained ground over the past few years. 

It’s essentially a way to attract new customers and increase sales volumes over the counter. Unlike what we might think, the French do not primarily look for these offers on this day, but throughout all of November.

The exact date of Black Friday varies each year, depending on the last Friday before Christmas.

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Black Friday searches trend during October / November 2020

Why is Black Friday important for companies?

Beyond community outreach, Black Friday is an excellent opportunity for companies to increase their brand image and notoriety by offering items at a reduced price.

Black Friday has become a day of promotional offers that are mainly responsible for the success of brands such as Amazon or Spotify.

Black Friday frequently backlashed in France

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Consumer opinion on the interest and usefulness of organizing Black Friday in France in 2020, by gender

According to the survey, more than 50 percent of men and 35 percent of women thought it was another invention to make us spend more money. Around the same amount of women thought, however, that it was a great way to save money, compared to 52 percent of French men, in 2020.

Black Friday can also be reguarded as a conflictive moment in France.

  • It increase competiton between big resellers and small local commerces. For example in November 2020, facing huge backlash in France for increasing its sales by between 40% and 50% while small businesses remain closed, Amazon said it would postpone its sales event for a week.

  • It symbolizes excesive consumerism and has bad environmental impact. In 2019 for example a French legislative committee opened a wider debate to ban Black Friday. On the same time, environmental activists have blocked an Amazon warehouse south of Paris to protest against Black Friday. 

How to make Black Friday work in France

The French are known for their love of quality over quantity and value for money. It is common to find stores with empty shelves displaying signs that say “sold out”. 

Create punchy ads for the occasion

First, you need a well thought out ad campaign that you can use in your stores and on social media networks like Facebook, Instagram, Twitter or Snaptchat (2nd market for France). 

  • People love good visuals, so make sure you have quality images of the deals being offered during Black Friday. 
  • Social proof plays a vital role in online shopping, so having testimonials from previous customers can be a great way to convince people.
  • Incorporate some paid search into your campaign as it’s going to help you reach more potential clients and will increase visibility on Google Shopping (Google Search Results). However, the downside is that these ads are expensive and can eat up your marketing budget.

Update your product catalogue

  • The best way to secure higher sales during Black Friday is by having a well-planned product catalogue.  Introduce reasonable inventory levels and prices so that people don’t feel like they’re being tricked into buying something. At the same time, you need to offer some desirable deals to meet your financial goals for this campaign.

Offer good discounts

  • As a general rule, you should have at least one-third of your products discounted during Black Friday week and offer two to three times more deals than usual. If not, people will see it as an ordinary sale that they’ll ignore because so many other stores offer great discounts to their customers.

Communicate around your brand values & engagements

  • French people are very sensitive to brands’ engagements so it will definitly be important to communicate around your brand’s values. Promote your product isn’t enough! French people attach meaning to their purchase. Start communication on how your business is acting concretely to help consumers to adopt better habits. What is your company doing to reduce its carboon foothold? Do you have internal plan to promote diversity and be inclusive toward minority? Don’t be afraid to spread the word about every good actions your company is doing!
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How do you prepare your campaign?

Right, so you are ready to set up your campaign and propel your company to the next level. But how do you go about it in France? As with any campaign, planning is integral to the success of initiatives. Keep the following tips in mind when organizing your campaign.

Research your target audience

First, determine who your company’s potential clientele will be. For instance, if you’re a fashion retailer and you wish to partake in Black Friday next year, it is essential to study the habits of your desired customer base.

Set up a promotion strategy

A good strategy will allow you to maximize the impact of your campaign. Decide on a budget. Keep in mind that this amount will depend on the products you wish to promote and whether or not these are sold at a discounted price.

Also, consider your timing. Start slowly with small promotions before increasing the volume of your discount later in the day.

Select your channels

Companies should choose the appropriate social media channels for their campaigns. 

For example, if you want to target young buyers aged between 18 and 25 years old, Snapchat is definitly a relevant channel in France. This platform allows users to share photos and videos with their friends.

Time your campaign to boost sales

To increase the impact of your campaign, time it correctly. 

For example, marketing experts recommend that companies begin their campaigns on a Monday or Tuesday. This allows them to build momentum and attract more customers over the following days.

Update your customers through social media

To keep in touch with your audience, you can use your campaign’s hashtag and discuss it on your company’s social media channels. This will help spread the word about the discounts that you’re offering to attract new clientele.

Final words: is Black Friday worth it?

Yes, Black Friday offers companies a great way to increase revenue, but you need to plan everything carefully to avoid a disaster.

Retailers can offer many types of promotions during Black Friday weekend; coupons and discounts on specific products or simple price reductions on all items.

You can also try offering your customers exclusive deals that are only available one weekend or create special offers depending on how much they spend in your store.

There are plenty of ways you can stand out from other retailers during Black Friday week. The more creative you get, the better the results you are likely to have.

One of the best ways to achieve this is having a well-planned product catalogue that offers your customers good value for money. 

You don’t want all your products discounted, just some desirable deals that make people come back and shop with you in future sales events like Black Friday or Cyber Monday.

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