As Black Friday approaches, Buyer (and advertisers) beware
As Black Friday approaches, consumer spending is anticipated to rise significantly. A recent survey by CEX indicates that UK shoppers plan to spend an average of £202.11 on electronics during the sales event, totalling over £5 billion nationwide.
As Black Friday approaches, marketers must be vigilant about the surge in online shopping scams that exploit consumer psychology. A recent RTÉ Brainstorm article highlights how scammers use urgency triggers and trust signals to deceive shoppers. Tactics such as phishing emails and counterfeit websites create a false sense of urgency, prompting impulsive purchases. Additionally, the BBC reports that fraudulent reviews and misleading discounts are prevalent during this period.
To maintain consumer trust and protect brand integrity, marketers should:
Ensure Transparency: Clearly communicate genuine discounts and avoid deceptive pricing strategies.
Educate Consumers: Provide information on recognizing scams, such as verifying website authenticity and being cautious of unsolicited communications.
Monitor Online Presence: Regularly check for fake websites or social media accounts impersonating your brand.
Collaborate with Authorities: Report fraudulent activities to relevant bodies to aid in combating scams.
By proactively addressing these issues, marketers can foster a safer online shopping environment and uphold consumer confidence during the Black Friday sales.
The rise in consumer spending for Black Friday, particularly the significant investment in non-essential items, presents a mix of challenges and opportunities for advertisers. With high consumer spend levels planned, ample opportunities exist for targeting high-spending segments & tailoring campaigns to highlight premium products or bundles, as well as impulse purchase strategies. However, the rise in online scamming or disingenuous offer listings could lead to decreased consumer confidence when it comes to Black Friday.
