We have received many wonderful things from our friends over the pond, from some of the best music of the twenty-first century to fabulous Hollywood films. An American trend that has had a more controversial journey across the ocean is Black Friday. Black Friday, the day after Thanksgiving, is seen by many as the beginning of the Christmas shopping season. It is marked by big sales with lots of retailers offering impressive discounts. A quick internet search will throw up videos of stampedes of shoppers fighting to get their hands on the latest goodies, bags bulging with so many products you’d think they were buying wholesale! Sweets, chocolates and candies are included in the sales, as well as higher priced items like televisions, clothing, and home ware.
With negative portrayals of Black Friday sales becoming more common in the press, should you make the most of the eager crowds or keep your distance?
The Pros and the Cons
Why would you want to take part in this chaotic day? Well, lots of consumers now expect sales around Thanksgiving as well as on Boxing Day. If your store doesn’t offer discounts or deals, they might decide to take their custom elsewhere. Ignoring the promotion altogether could make your shop seem behind the times.
However, with a business hat on, Black Friday may not be the right option for your store. As we know, in wholesale sweets as in all industries, profit is everything. Offering your confectionery at a lower price could seriously reduce your profit margins. The run up to Christmas can be one of the most profitable times of the year and you risk missing out on maximising your profit at this time. Black Friday is also associated with chaotic, messy shops, bad behaviour towards shop workers and long working hours.
A Refreshing Approach from Montezuma
Being in the world of wholesale sweetsgives me a unique opportunity to observe how different businesses approach the challenges of Black Friday. A company that has really impressed me is Montezuma. In 2017, they decided to focus on “donating instead of discounting”, channelling all the goodwill of Thanksgiving without the crazy, panicked shopping. Instead of slashing prices, Montezuma pledged to donate a percentage of their Black Friday sales to Children on the Edge. The manufacturer’s chosen charity supports marginalised children all over the world, fighting for their human rights, as well as their right to a childhood.
Montezuma raised an amazing £30,000 for the charity. They came up with an imaginative way to make the most of the increase of shoppers over the weekend with a truly positive outcome. Not only did the promotion make a difference to the lives of many children, but it also demonstrated to Motezuma’s customers that they are an ethical brand which values giving back. It’s a sure-fire way to ensure repeat custom!
If this has got you all fired up for Black Friday next year, then you’ll want to check out a few of Montezuma’s best products. My favourites are their Barista Coffee and Cocktail Truffle Collections, which are sophisticated, delicious and look great on the shelf.
Angelina Moufftard works for hf Chocolates, established wholesale sweets suppliers with decades of experience supplying sweets and high-end chocolates to retailers across the UK. Working with the most dedicated suppliers from France, Spain, Germany, Holland, Belgium, the USA and the UK, hf Chocolates' great tasting and beautifully packaged products add panache to any sweet display.