Is Black Friday still the kingpin of seasonal sales?
Carrie Gilbertson serves as Commercial Director at Displaysense, combining strategic vision with operational leadership to drive revenue growth and market positioning.
Black Friday has evolved from a single discount day into a weeks-long peak trading period. While hype levels fluctuate, the UK still sees a meaningful lift in both store traffic and online demand when retailers plan early, communicate clearly, and nail their in-store experience.
What the latest UK data tells us
- Footfall is resilient: UK in-store traffic on Black Friday 2024 increased year-on-year, with retail parks and shopping centres performing strongly.
- Longer campaigns: Many retailers now spread promotions over several weeks, shifting focus from a single day to sustained momentum.
- Deal quality varies: Consumer research shows many “deals” are matched or beaten at other times—price integrity and clear value messaging are essential.
Use signage to make value obvious
Don’t bury the lead—signpost your hero offers at street level and at decision points.
- Pavement signs & A-boards pull passers-by into store.
- Snap frames make price changes fast and professional.
- Pair with poster printing (A5–A0 & 30x40) for waterproof or indoor finishes.
Stage product to convert browsers into buyers
- Glass display cabinets spotlight bundles and high-margin items.
- Heavy-duty clothes rails keep promo bays tidy in high footfall.
- Queue barriers manage peak traffic and improve flow to tills.
Black Friday vs other peak events
Despite cyclical dips in search interest, Black Friday continues to outperform other seasonal sales in UK awareness and store visits when retailers coordinate signage, stock, and staffing. Plan Black Friday as the kick-off to peak, not a one-day sprint—carry momentum through Cyber Monday and into December gifting.
5-step playbook for higher ROI
- Start early: Tease “coming soon” with A-boards two weeks out; refresh creative weekly.
- Make price integrity visible: Use lockable frames for “was/now” messaging and disclaimers (black A4 frames work everywhere).
- Create high-impact zones: Put hero products in feature cabinets near store entrance with cross-sells.
- Control queues: Deploy outdoor queuing barriers for door control and window visibility.
- Measure & learn: Track footfall vs. conversion and keep a signage log (which message, where placed, and when).
What to avoid
- Over-promising “limited stock” without clear signage and replenishment.
- Busy window clutter—prioritise one message per frame (price, bundle, or guarantee).
- Non-waterproof media outdoors—use polypropylene prints to prevent warping.
Useful resources & further reading
- UK footfall rose on Black Friday 2024; weekend trends by destination – Sensormatic. (External)
- Black Friday shifting to campaign-long promotions – IMRG. (External)
- Deal quality caveats and consumer guidance – Which? coverage. (External)
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