The price match offer is one of the ways in which Black Friday went from a single day of shopping to year-round sport. The other is mid-year Black Friday deals. When people think of Black Friday, they probably don’t think of the month of July. But when they hear the term “Black Friday in July”, they instantly think of deals, deals and more deals.
It all started in 2015 when Amazon created Prime Day. Prime Day is a full day (30 hours to be exact) chock-full of deals and deep discounts, four and half months before Thanksgiving. Only Amazon could have created their own shopping holiday that generates more sales for the company than any other day in the year. That includes Black Friday and Cyber Monday. Since everyone competes with Amazon (and if your company doesn’t, then you may want to re-run your competitive analysis), the only logical thing to do was for other retailers such as Macy’s, Best Buy, Kohl’s, Wal-Mart, Dick’s Sporting Goods, JCPenney and many others to jump on the bandwagon and offer Black Friday and Cyber deals in July.
It will be interesting to see where we go from here. Will all of the mid-year sales hurt retailers in the upcoming holiday season? Or will customers have a short-term memory and forget about what they bought in the summer? Will Amazon create more exclusive shopping days throughout the year, maybe tied to their specific business units? Only time will answer those questions, but for now, I’m looking forward to the inevitable “Black Friday in March” deals!