As a means of celebrating the end of Thanksgiving and the start of the ‘holiday shopping season’, Black Friday (this year on 23 November) is a primarily American institution that retailers use to mark the start of a busy shopping period by drawing customers in with sales, and it appears as though Apple are no different, as they claim this year to be running a ‘major shopping event’ in which they look to offer some of their biggest discounts seen on the day around the world.
Operating in both America and in Europe, Apple are making a fairly big deal out of something that most companies will also be doing, as they reveal that there will be discounts on many products purchased directly from them either in-store or online, but have not revealed details of how much money consumers could actually save by buying during the sales.
Launching an advert on their controversial UK website, Apple summarised their planned ‘event’, writing: “The one day Apple shopping event is Friday, November 23. Get ready to give. Shop online or at your favourite Apple retail store. We’ll help you make the most out of the day, no matter how you shop.”
Apple, naturally claiming that their sale will be for the entire day or ‘while stocks last’, will offer free delivery from online purchases made on Black Friday, while also applying the potential of their new ‘Apple Store’ app, that will enable Apple users to buy Apple products directly from their Apple device, or alternatively make scans and payments whilst in-store at an Apple Store location.
While Apple have been participants in ‘Black Friday sales’ promotions in previous years, critics have claimed that their usually-expensive items do not have a fairly big reduction over those years, so many will be hoping that there is a change in mentality, despite the likelihood that third-party retailers will be able to undercut them. With critics probably already in line to pounce on any comparative failures, will Apple manage to keep their prices low enough to avoid a ‘black cloud‘ on Black Friday?