What is Fake Friday and What Does It Mean For Retailers?

As the holiday season approaches, it’s time for retailers to gear up for one of the busiest shopping periods of the year. The focus is usually on Cyber 5 but enter Fake Friday; the Friday before Black Friday which has quickly become a key date on the retail calendar.  

This year, on 22nd November, Fake Friday coincides with a strategic payday weekend, making it the perfect opportunity to capture the attention of eager Black Friday shoppers. And with interest in Black Friday starting earlier every year, it’s clear that Fake Friday has evolved into a crucial moment for retailers to engage consumers and drive sales over Peak.

Why Fake Friday Matters for Retailers 

In 2023, Fake Friday experienced a significant spike in interest, receiving 87% of the Black Friday demand that Black Friday received itself.1 Google predicts that Fake Friday will be even bigger this year due to how it falls with payday and real Black Friday’s later date in November, meaning that this year the shopping window between Black Friday and Christmas is at its shortest since 2019. This makes Fake Friday a pivotal time for retailers to attract shoppers who are ready to buy! 

One of the major advantages of Fake Friday is that CPCs are 17% lower compared to Black Friday itself.1 This means retailers can reach their target audience more cost-effectively while capitalising on this growing demand. By launching campaigns on Fake Friday, retailers can position themselves strategically before the Black Friday frenzy kicks in, giving them a head start over competitors. 

But what does this mean for your marketing plans? Factor Fake Friday into your strategy and ring-fence your budget for this twin peak opportunity. With less time between Black Friday and Christmas this year, spreading your advertising spend across both events will not only enhance your reach but also optimise your costs. You’ll be ready to take advantage of the heightened consumer interest and ensure a smooth stock flow, reducing the risk of overwhelming demand on Black Friday itself. 

Why Fake Friday Matters for Shoppers 

For shoppers, Fake Friday offers a first look at pre-Black Friday deals, allowing them to secure must-have items ahead of the main event. Many retailers kick off their discounts early or extend promotions to attract these savvy early birds. This means shoppers can score big deals without facing the last-minute rush that often leads to sold-out items. 

Shopping on Fake Friday is all about easing into the holiday season. Consumers can take their time, browse at their leisure, and make informed decisions without the pressure and urgency that typically comes with Black Friday. This allows for thorough research and price comparison, ultimately leading to more confident purchases. 

 Are You Fake Friday Ready? 

As we look forward to the holiday shopping season, the advantages of shopping early on Fake Friday are crystal clear. With the excitement of extended sales and the chance to secure unbeatable deals before the rush, retailers must harness this opportunity to maximise sales and build lasting customer relationships. 

Now’s the time to make a plan and prepare for this dynamic shopping event. If you need support or advice as you navigate this peak season, don’t hesitate to reach out to one of our experts at info@summitmedia.com. Together, we can strategise for a successful holiday shopping experience! 

 

Written By Emily Woodcock