Deciem is Offering an Alternative to One Big Black Friday Sale
Laura McQuarrie — November 4, 2019 — Business
References: deciem & cosmeticsbusiness
Although many retailers offer pre-and post-Black Friday sales to encourage as much shopping as possible on the days surrounding the major shopping event, over the last few years many brands and retailers have embraced blackouts on Black Friday in solidarity of anti-consumerism. Although people tend to feel a sense of pressure and a fear of missing out on great Black Friday deals, Disruptive skincare brand Deciem is launching a month-long campaign during November that invites people to shop slowly. From November 1st to the 29th, Deciem is offering a 23% discount on all online and in-store orders—across its entire product range.
Additionally, Deciem will be temporarily shuttering its website and retail stores for a "moment of nothingness" on Black Friday itself.
Additionally, Deciem will be temporarily shuttering its website and retail stores for a "moment of nothingness" on Black Friday itself.
Trend Themes
1. Slow Shopping - Opportunity for brands to offer alternative shopping experiences focused on mindfulness and conscious consumption.
2. Anti-consumerism - Opportunity for brands to align with consumer values and promote sustainability and ethical shopping practices.
3. Blackout Sales - Opportunity for brands to create anticipation and exclusivity by offering limited-time, blackout sales events.
Industry Implications
1. Skincare - Opportunity for skincare brands to promote self-care and slow beauty routines, emphasizing quality over quantity.
2. Retail - Opportunity for retailers to adopt ethical business practices and sustainable approaches to attract conscious consumers.
3. E-commerce - Opportunity for online retailers to leverage slow shopping campaigns as a way to differentiate themselves from fast-paced, Black Friday shopping experiences.
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