A group of online retailers in Belgium have launched a new online sales event called Belgian Friday. The day is meant as a local answer to Black Friday and it’s coming up this Friday. It will last all weekend until Monday. Monday is a bank holiday in many European countries, making it a handy hook for the promotion.
The organisers are La Redoute, Veritas, Sarenza, Kiabi, Jack & Jones and Tape à l’Oeil. You can read the announcement here if you’re proficient at Dutch.
The initiative is in line with the new consumer habits of families. For example, people who are not necessarily accustomed to shopping online can benefit from substantial discounts on seasonal products, but also become familiar with e-shopping. As the multichannel consumption trend becomes the norm, this type of initiative seeks to respond to buyers who no longer see sales as the only time of the year to enjoy bargains and discounts.
– Organisers of Belgian Friday
Belgian Friday follows hot on the heels of French Days which was a similar event held in France organised by a roster of companies that had a stronger marketplace feel than the Belgian event with Cdiscount Rue du Commerce, Fnac and La Redoute amongst the big names. And, of course, Wayfair held Way Day a few weeks back.
The invented promo event is clearly an emerging trend in Europe and around the world and potentially useful promotional hooks for online retailers keen to drum up interest and get a boost in turnover. Although it’s by no means certain that they are effective. It would be a boon if there was a trickle down effect for merchants on marketplaces from additional promotional activities by retailers bring ecommerce to the front of mind.
What is perhaps most interesting about Belgian Friday is that it seeks to attract new shoppers online, specifically those who might not otherwise utilise ecommerce.
Perhaps it’s an idea that could be translated to the UK?
