THE BLACK FRIDAY EFFECT

The first recorded use of the term "Black Friday» was not initially applied to a day related to Christmas shopping but to a 19th century financial crisis: specifically, the collapse of the gold market in the United States.

Currently the «Black Friday» is the annual event where offers and great discounts are the protagonists, it is normally the last Friday of November. He "Black Friday» marks the beginning of Christmas shopping, as it is an opportunity to buy gifts and various items at prices accessible to all budgets, stores use this growing demand to turn their balance sheet from red or loss, to black, which represents a profit, deriving from this the name of the «Black Friday«.

He “Black Friday” It breaks with the scheme of providing specialized customer service, customers buy in increasing quantities and without focusing on the purchasing experience. Considering the long lines we face, establishments full of people who even fight to get the latest discount item, the question arises: Why are we still subjecting ourselves to this? The answer is the dopamine. The euphoria of getting an unbeatable discount sends all kinds of happy sensations through your brain and body.

There is also an element of tradition and bond that the whole family can support, satisfaction in the ritual and connection with others through a shared experience, since in our country entire families go to shopping centers in search of the best discounts. for all. Finding in this way that the psychology of consumerism It is what explains why the masses flow in the shops on this specific day of the year.

However, in our country, businesses and companies must be very careful when advertising their “Black Friday", because a few years ago these famous words were registered as a trademark by a well-known company, so they are for the exclusive use of it; This is why over the years we have heard advertisements with names allusive and similar to the “Black Friday”.

Taking into account the above, it is worth emphasizing that there are certain factors that companies and merchants must take into account in order to emerge victorious from this day of great sales opportunities, such as:

• Special promotions and discounts advertised through social networks and applications.
• Make the most efficient use of the time and resources you already have.
• Continue providing more specialized care, as this is what clients are looking for.
• Offer additional activities and contests in which buyers who are already purchasing products and services can participate to obtain even more advantages on this day.

In particular, keep up to date with the needs and preferences of consumers since the primary objective of this type of events is to achieve the satisfaction of as many people as possible.

^~Alejandra Castillo.