Events like Black Friday and Cyber Monday are important to shoppers because they expect to find the best deals on these days. They buy gifts for family and friends… and then some for themselves. Does this mean retailers should offer more discounts at the expense of losing margin? Not really.
Retailers should view the value each shopper brings over the entire season and beyond.
This is a more strategic and long-term approach compared to a very short-term transactional sales activity that involves loss leaders and margin makers.