Black Friday in Poland
It’s no secret that promotions attract customers. The majority of us, whether we live in the USA or Poland, will make the most of any possibility to pay less. Marek Molicki, regional manager at Gemius, discusses Black Friday.
So it’s no surprise that shops often see record sales on this day – on these days, in fact, since the Black Friday promotions often start from the Monday before – both in traditional retail chains and online stores.
When it comes to online trade, we can’t forget about Cyber Monday, which comes right after Black Friday – a fairly new tradition that’s been around since 2005. These two days are very important for vendors and customers alike. The former usually sell more and the latter buy more, benefitting from reduced prices. Both Black Friday and Cyber Monday are now permanently entered in the calendar for Polish vendors as well as Polish customers, but it is worth remembering that the dates are movable depending on the date of Thanksgiving.
For online stores it’s certainly one of those days in the year when attention needs to be paid not only to the product, but also the stability of the platform, because traffic tends to increase and there’s nothing worse in e-commerce than the inability to handle large groups of determined customers. In fact, the source of traffic to online stores is what interests me the most this year, because the fact that sales will be higher than usual is to be expected. Last year the USA web saw a record number of visits to online stores, and purchases made, via mobile devices. The number of people buying this way is also growing in Poland, though obviously there are fewer of them than in the USA. I think that, following this year’s Black Friday and Cyber Monday sales, we will be able to say that e-commerce is becoming more and more mobile.