Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Drapers Digital Forum: Don’t get dragged into Black Friday, warns Jigsaw

Jigsaw’s chief operating officer Richard Gilmore has encouraged retailers and brands to turn their backs on Black Friday discounting and focus on driving full price sales online.

Speaking at Drapers Digital Forum on Thursday (April 30) at London’s Bishopsgate, Gilmore said: “Why would you discount when people are most likely to shop? Don’t get dragged into it; you are only building a bubble in your demand. You have to drive the most amount of full price sales online, it’s the most important thing.”

He added: “Offering 20% off online is only creating demand to drive down margin. The more full price sales online the better. Optimising those full price sales is what it’s all about.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.