Shopper Marketing - January 2016 - 96


INSTITUTE STRATEGIST

Walmart's Black Friday 'Season'
It's no longer a one-day event as mobile becomes a dominant holiday trend

By Patrycja Malinowska

Walmart altered its 2015 holiday plan to accommodate shoppers who are increasingly
using their mobile phones - and on their
own time.
Formerly known as the one-day highlight
of the holiday shopping season, Black Friday
has become increasingly diluted as retailers
stage longer and longer sales, rushing to
kick off discounts before their competitors
in a bid to win more of shoppers' seasonal
dollars.
Walmart firmly set in motion the evolution of Black Friday from a single-day event
to an entire season when it kicked off eight
weeks of "Hot Holiday Rollbacks" the day
after Halloween. The deals replaced many
of the specials the retailer had previously
offered for only a single weekend, which
chief merchandising officer Steve Bratspies
indicated "tend to frustrate customers," according to The Washington Post.
Black Friday still brought with it a host of
deals, but Walmart eliminated the hourly
offers it previously used to tempt shoppers.
96

y SHOPPER MARKETING JANUARY 2016

Instead, the retailer unleashed all its Black
Friday deals at one time on Thanksgiving,
promising that the "one big Black Friday
event" would simplify holiday shopping.
Similarly, Cyber Monday was firmly entrenched as part of an entire Cyber Week,
with Walmart kicking off the deals a day
early on Sunday night.
The growth of digital hasn't helped Black
Friday and Cyber Monday hold on to their
holiday pedestals. As e-commerce becomes
more popular, changing shopper habits fuel
an expectation to be able to shop "whenever and wherever" they want.
Although Walmart hadn't released sales
numbers as of press time, the mass merchant did indicate that mobile had firmly
established itself as the dominant shopping
trend for the holiday season, for both traffic
and sales.
"Mobile is making up more than 70% of
traffic to Walmart.com, and now, nearly half
of our orders since Thanksgiving have been
placed on a mobile device - that's double


http://www.Walmart.com

Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
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