From El Corte Inglés to Amazon: this is the most digital ‘Black Friday’ in history

Companies like Fnac or Media Markt started the offers days ago, while others like Zara are more faithful to the date.

The Black Friday It is celebrated on November 27, although for years this shopping campaign has been advanced several days even weeks, as they have already done Fnac or El Corte Inglés. In addition, this ‘Black Friday’ will also be marked by the pandemic, making it in the most digital of all history. Hence, collapses are not ruled out online.

Many companies remain optimistic after a year marked by the drop in sales caused by the coronavirus. 70% of ecommerce Spaniards expect an increase in turnover in this campaign despite the Covid-19 pandemic, according to the ‘Annual Survey of Black Friday and Christmas 2020’ carried out by Adigital and Confianza Online.

In fact, in the face of the barrage of orders online, companies like El Corte Inglés, Cortefiel, Fnac, Amazon, Leroy Merlin, Decathlon, Media Markt and Fnac joined in the campaign ‘Buy with time’ of Aecoc to advance Christmas shopping. Even the hotel companies have joined in to scratch guests.

It's Black Friday on Amazon!  Discover the best offers and bargains

It’s Black Friday on Amazon! Discover the best offers and bargains

In this sense, Fnac kicked off its Black Friday on November 2. It was one of the first to launch discounts to avoid collapses in its ecommerce. For its part, Amazon offers discounts from November 20 to 30 and Media Markt until November 29.

Inditex’s flagship, Zara, remains faithful to the date and does so on Thursday 26 at 10:00 p.m. on its website and at 8:00 p.m. on the mobile application. Discounts in physical stores will be on Friday, November 27.

El Corte Inglés, for its part, anticipated 20% discounts on November 23 in fashion, lingerie and shoe store. The great Black Friday Total, that is, in which all the sales areas participate, it will be only four days, from November 26 to 29. El Corte Inglés will concentrate in the same space, on the web and in the app, the best offers and discounts.

‘online’ collapse

These dates are a challenge for companies and platforms of ecommerce for the large number of purchases online to be expected. “Now it also depends on product availability (there are product problems) and delivery. There is a challenge and there are platforms that have to run in an accelerated way to guarantee a Christmas of gifts for the Spanish ”, they point out from Nielsen.

Delivery companies like XPO Logistics have been preparing for this date for months and, in addition, they are already noticing the increase in online orders in their delivery centers. XPO plans to prepare 1.5 million orders, 36% more than last year, for this ‘Black Friday’. Correos is also preparing and asking to avoid urgent shipments to minimize the environmental impact.

Date on which Parcel and logistics companies will move 50 million shipments, a 30% higher to those registered last year, according to the Business Organization of Logistics and Transport of Spain (UNO). The logistics employer estimates that the days after the Black Friday delivery companies transport 3.5 million shipments on average every day. A figure that will touch 5 million on the Monday following the famous Black Friday.

Post electric van.

Post electric van.

For example, from Mango they already foresaw a fairly “strong digital” campaign, especially due to restrictions in physical stores. “With the current situation, we are preparing twice as much in terms of technology and logistics infrastructure. When it is so digital there is always some logistical problem ”, Elena Carasso, Mango Online director, points out to Invertia, who acknowledges that in other countries the logistics part is more developed.

And the small business?

Experts already warned weeks ago that this year the Black Friday threatens to give the final thrust to the small business that can barely endure a pandemic that has lasted over time and where the restrictions of the autonomous communities continue to be a punishment for consumption.

“This year will be the final touch for small businesses. Normally, it adapts to the Black Friday with discounts, but this year it will be difficult for them to compete online ”, says Pedro Rey, professor in the ESADE Department of Economics, Finance and Accounting.

“Only the small business that has managed to transform its online presence will be saved,” says the professor. As a general rule, they cannot compete in price or volume. And this year, that sales will be more onlineNor will they be able to compete on equal terms if they have not taken that specialization and advice to the digital level.

For this reason, in a media attempt by the mayor of Barcelona, ​​Ada Colau, to save small businesses, she asked to boycott platforms such as Amazon; even though many of them sell through this giant of the ecommerce.