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Jigsaw in Black Friday U-turn


Black Friday is completely self defeating and lacks intelligence from the decision makers involved in it. It cannot be defended in our view. It can slowly destroy a brand that took years to develop, undermines the relationship between brand and retailer and has no long term benefits under the mirage of a quick buck. If nobody went on Sale in November and December would consumers stop spending? Of course not. If the Industry went back to a January Sale, it would be all the better for it. Black Friday makes the trade look desperate, bordering on incompetent. Many of the decision makers have made it that way, which begs the question, what are they doing in this Industry? It takes many years to build a brand up, or a retailer up. Black Friday can negate all that hard work, so why would you want to destroy it? In Jigsaw's case, it is up to them how they run things, but jumping on the bandwagon was not a wise move on our view. We had a successful week without the slightest murmur of Black Friday from anybody, so if Indies can stand firm, so can the big boys too.

Posted date

26 November 2018

Posted time

1:18 pm