Black Friday has changed: How personalization keeps your business competitive

Black Friday is the highest summit of consumer frenzy, and with it looming just two months ahead, excitement is building up amongst our ranks for what undoubtedly is the biggest shopping event of the year. It certainly feels like a moment in which everyone embarks on the same quest. 

After all, haven’t we all scrolled through endless e-commerce sites, eyes glued to the screen, fingers poised over the 'buy now' button, in search for the ultimate Black Friday deal? I know I have. But how exactly did the tradition begin, and how has it changed since?

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From crowded aisles to the palm of our hands

Marking the start of the Christmas shopping season, the term ‘Black Friday’ was first coined in 1960s Philadelphia, where chaos reigned as shoppers descended into the city. 

Back then, up until the early 2000s, shoppers had to lace up their boots and brave the chaos if they wanted a piece of the cake. Frazzled cops, battling the surging masses, were the first to label the day "Black Friday."

But those days are long gone now. Today, we simply slide into our slippers, swipe up our phones, and storm the internet for the best deals. In fact,  nearly 80% of Italian consumers plan to shop for Black Friday, with 70% of them choosing to do so exclusively online. 

The frenzy remains, but it is no longer customers fiercely battling each other out there; it is e-commerce businesses. Indeed, Black Friday has become a race between e-commerce giants and small retailers alike, each fighting for attention in an increasingly crowded space.

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From a one-day event to weeks of deals

Over the years, Black Friday has morphed into more than just a day; it now stretches across weeks of relentless promotions. For retailers, this has led to a new challenge—dealing with more calculated, savvy consumers who wait for steeper discounts, meaning profitability is a tougher goal to achieve. 

With more time on their hands and the comfort of home to study and compare prices, shoppers have indeed become methodical, carefully sifting through each deal. While convenient, Black Friday’s newly-found form easily gives rise to discount fatigue. Consumer minds grow tired quicker, and halt informed decision-making. 

So, what’s the solution in this newly-shaped complex market? In such a competitive space, offering just another discount is not enough. 

According to a recent study, 61% of global consumers say they are likely to stop using a brand if it doesn’t personalize their experience. This stat truly shows how critical it is for e-commerce businesses to offer more than just competitive prices—they must offer tailored, relevant experiences to capture attention and build loyalty.

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Unlock Black Friday Success with Clerk’s Personalized Recommendations

This is where Clerk enters the picture. By integrating personalized recommendations, real-time product sorting, and AI-driven insights into your web shop, you can ensure that your customers are not overwhelmed by endless options. This would effectively reduce decision fatigue and increase conversion rate.

As Black Friday morphs into a weeks-long event, offering individualized experiences not only keeps consumers engaged but also ensures your brand builds lasting loyalty by meeting unique preferences and needs. 

In this article, we’ve concluded that in the era of endless promotions, it’s not enough to simply offer deals—Clerk can help your business distinguish its products by creating tailored, relevant experiences that keep your customers coming back. 

With personalization at the core of your strategy, you won’t just survive Black Friday—you’ll be thriving on it.

Curious to see how this works in action? Discover how Clerk’s recommendations helped Partywinkel boost their average order value by 20%. Read their story here.