E-shops

In Europe, Trying to Find Fun and Games in Holiday Retailing – The New York Times

Summary

Black Friday is an American import that has caught on in much of Europe, embraced by retailers and shoppers as an opening trumpet blast for the start of the holiday shopping season — even if Thanksgiving remains a distant country’s holiday.

But Black Friday takes shape in different forms. With toy stores as a focus, here are three snapshots of the state of Black Friday in Europe.

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Black Friday is an American import that has caught on in much of Europe, embraced by retailers and shoppers as an opening trumpet blast for the start of the holiday shopping season — even if Thanksgiving remains a distant country’s holiday.

But Black Friday takes shape in different forms. With toy stores as a focus, here are three snapshots of the state of Black Friday in Europe.

Early this week, Clara Pascual was preparing to pin a poster advertising a Black Friday sale onto the front door of her family-owned toy store in central Madrid.

Her store was empty of customers — which was no reason to worry, she said, because she expected most of her clientele to show up Friday and Saturday to take advantage of the 10 percent discount on toys purchased during her Black Friday event.

“For the past week or so, I think more people have been coming in to check that we were going to have a Black Friday special offer than to actually buy something,” said Ms. Pascual, whose store is called Hola Caracola, or Hello Snail.

For toy stores, Black Friday is a shift forward in their retail calendars, because the Spanish tradition is that children get their presents on Jan. 6, the feast of Epiphany, which celebrates how a star led the three kings to baby Jesus.

“We have already had to adapt to the fact that more Spanish families are gifting at Christmas than for the kings so that their children could enjoy their toys during a longer holiday spell,” Ms. Pascual said, “and now on top of that we know that many people will be buying their Christmas toys already on Black Friday — particularly this year as everybody has got worried about delivery problems.”

“Obviously Black Friday is a cultural import that has nothing to do with our own traditions and everything to do with globalization,” she said, “which is something that can you can welcome or not.”

Federico Corradini, the chief executive of XChannel, a marketing company that represents a dozen toy brands in Spain and Italy, said he expected their sales to triple this Black Friday compared with last year, buoyed by an increase in their ad spending.

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Source: https://www.nytimes.com/2021/11/26/business/europe-black-friday-holiday-shopping.html