Black Friday this year is a bit boring? Soft service improvement is the way to go

Black Friday used to be a prelude to the holidays in Western countries, and it was also a holiday in itself, with people waking up in the early morning with joy and exploring endless holiday gifts with other shoppers.

But now it’s different. Black Friday has evolved into a more and more empty concept every year. According to Deb Gabor, CEO of Sol Marketing, Black Friday is no longer just one day. This year, it feels like it can last for six to eight weeks.

Retailers have long been trying to squeeze as much profit from holiday shopping as possible by offering discounts early, but this has reached a new extreme, with deals and discounts everywhere, so much so that this year's Black Friday will be boring.

Retailers are also vague about when Black Friday actually starts. But they know that in order to steal customers from competitors, they have to stand out in some way. For many, that means running sales earlier, which has led to many Black Friday sales starting before Halloween.

However, the holiday retail industry has also been hit by a global shipping crisis this year, with retailers struggling to keep adequate inventory, and categories such as fashion, toys and electronics have seen reduced availability over the past six months.

The current situation is that for retailers, they have a lot of products to choose from, but the supply of each product is limited. Although merchants have encountered problems with inventory, the after-sales service behind them also has great room for development.

According to Gabor, many brands often focus only on sales and ignore the consumer experience after the sale, making promises they cannot deliver. For example, a retailer may promise that a product will be delivered the next day after the buyer pays, but in many cases the product will not be delivered for several weeks.

In Gabor's view, the biggest beneficiaries this holiday season are not the companies with the highest sales, but those that continue to perfect the post-sales experience and build long-term relationships with customers. There has never been a better time than now for businesses to communicate with customers in a real, sincere and clear manner.

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