{"id":1461,"date":"2023-12-07T10:49:35","date_gmt":"2023-12-07T10:49:35","guid":{"rendered":"https:\/\/imaginostage.sanepress.com\/us\/resource\/black-friday-the-end-of-the-gold-rush\/"},"modified":"2025-04-30T15:23:47","modified_gmt":"2025-04-30T14:23:47","slug":"black-friday-the-end-of-the-gold-rush","status":"publish","type":"resources","link":"https:\/\/imaginostage.sanepress.com\/us\/resource\/black-friday-the-end-of-the-gold-rush\/","title":{"rendered":"Black Friday \u2013 the end of the Gold Rush?"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-69dacb8ae2aa3\" class=\"hero-legal-section u-gradient--blue-purple u-mb-20\">\n    <!--         todo class   --><? \/\/= $data[\"swirl_selector\"] \n    ?>\n    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imaginostage.sanepress.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imaginostage.sanepress.com\/us\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imaginostage.sanepress.com\/us\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Black Friday &#8211; the end of the Gold Rush?<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        by VP Product, Mathieu Lavedrine                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"unify-section-69dacb8ae62ac\" class=\"unify-section section-padding \">\r\n    <div class=\"container\">\r\n                    <div class=\"unify-header js-animate animate__fadeIn\">\r\n                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">Fool&#8217;s Gold<\/span><\/h2>\r\n                \r\n                            <\/div>\r\n                <div class=\"unify-container-bb\">\r\n            <div class=\"item item--right\">\r\n                <div class=\"text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\r\n                                                                <div class=\"description\">\r\n                            <p>Pyrite is a mineral that looks like gold and glistens like gold. It\u2019s shiny and pretty but virtually worthless. Countless have fallen for it, thinking they had found a treasure or got themselves a bargain.<\/p>\n<p>One colleague from our London team found a great bargain at the weekend, a golf bag with a sticker advertising a mark-down from \u00a3179 to \u00a3109, a 40% discount, enough to make you feel good. That was until he got home and discovered the original \u00a3119 price tag, tucked inside one of the pockets. Fooled?<\/p>\n                        <\/div>\r\n                                    <\/div>\r\n                <div\r\n                    class=\"image image--container js-animate image--container animate__fadeInLeft\">\r\n                    <div id=\"img-unify-section-69dacb8ae62b1\" class=\"image__inner u-gradient--blue-purple\">\r\n\r\n                                <img decoding=\"async\" class=\"\" src=\"https:\/\/imaginostage.sanepress.com\/us\/wp-content\/uploads\/sites\/8\/2023\/12\/Californian-gold-rush-3.png\" alt=\"Californian-gold-rush-3\">\n    \r\n                    <\/div>\r\n\r\n\r\n\r\n\r\n                <\/div>\r\n\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-69dacb8ae6fd1\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Before I\u2019m accused of pointing at the misfortune of my friends, I\u2019ll admit to my fair share of undue excitement which came in the shape of an \u201cAmazon Invite only deal\u201d. It was for a 55\u201d Ultra HD TV at 75% discount! I registered, checked my inbox numerous times in anticipation, saw many other irrelevant products advertised to me, but no invite. Blessing in disguise, I probably don\u2019t need a new TV but I\u2019m sceptical, how many actually received an invite? Was it just a ploy to get me interested? Rhetorical question, Amazon is not known for the subtility of its marketing tactics. But I definitely feel like a fool for having played along\u2026<\/p>\n<p>The first losers are the customers. I\u2019m not arguing that there weren\u2019t nuggets within that gold rush. However, in the midst of the madness, how do you spot the gold in amongst the pyrite? Black Friday is one of the few times marketers throw out everything they know actually works, and go with \u2018spray and pray\u2019 FOMO based comms.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>The cost of digging<\/strong><\/h3>\n<p>Just to be clear, I don\u2019t believe the retailers are enjoying the ride either. Customers\u2019 expectations are high, other unscrupulous retailers are stealing the show, and planning the whole event is a logistical nightmare.<\/p>\n<p>Of course, \u201cwhen you dig for gold you shouldn\u2019t resent the price of a shovel\u201d, as the saying goes. That\u2019s true, if there is actual gold to be found. In practice, nearly half the clothing bought online is being returned. That\u2019s a lot of stock unnecessarily in transit, risking damage and appearing as \u2018out of stock\u2019.<\/p>\n<p>Another member of our staff got an email offering her a 20% discount on a dress that she had purchased only a few days before. A really poor customer experience which would typically lead to the item being returned, refunded and repurchased, accompanied by less than warm feelings about that brand. Ultimately that business was let down by their marketing tools, and their staff are probably feeling as frustrated as our colleague.<\/p>\n<p>For CFOs, it illustrates an important question, how many customers would have bought anyway and at a more sustainable price point. Are businesses digging for gold or digging in a race to the bottom? Are discounts the inevitable cost of doing business?<\/p>\n<p>Finally, don\u2019t get me started on the ecological impact. There is no escaping the fact that Black Friday is pure consumerism, brands and consumers setting aside their green aspirations because no one wants to feel like they\u2019re being left out.<\/p>\n<p>I won\u2019t go as far as making a comparison with the actual Gold Rush, during which environmental destruction was achieved on an unprecedented scale. The point is simply that during every rush there is a toll which is often overlooked or excused at the time.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Winners not aiming for gold<\/strong><\/h3>\n<p>In the end, very few of the prospectors made it big during the Gold Rush. Aside from a few major winners, most of the individuals who survived, ended up with little more than what they had started out with.<\/p>\n<p>But there was a group that most consistently benefited from the Rush, it was made of those servicing it. The \u201cpick and shovel\u201d companies, businesses such as Wells Fargo and Levi\u2019s that still exist to this day.<\/p>\n<p>I was reminded of this story this morning when a colleague pointed out that he had received 267 emails with the word \u201cBlack Friday\u201d or \u201cCyber Monday\u201d. Is it fair to say the only companies guaranteed to make money out of this event are the ESPs (Email Service Providers), the advertisers and the couriers carrying the merchandise back and forth?<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>The end of the Gold Rush<\/strong><\/h3>\n<p>Is this state of affair becoming unsustainable? Retailers are paralysed for weeks in planning for the end of year madness. Customers are hooked on discounts and bombarded with irrelevant messages. It\u2019s not a good look for anyone and there\u2019s got to be a better way!<\/p>\n<p>I, for one, believe that it\u2019s possible to create a win-win relationship between consumers and retailers and that the experience is more important than the discount (or the appearance of a discount). That\u2019s what CRM teams strive to achieve all year round. Why abandon that every November to follow the herd, when the returns appear so low, and the risk so high?<\/p>\n<p>&nbsp;<\/p>\n<h2><b><span data-contrast=\"none\">Takeaway<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"none\">Before we plough hell for leather at Black Friday 2025, it\u2019s worth taking two steps back, while we still have some time, and think about the <strong>best and most helpful approach to take for your customers<\/strong>.<\/span><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-69dacb8ae875c\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--blue-purple gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imaginostage.sanepress.com\/us\/wp-content\/uploads\/sites\/8\/2024\/03\/Screenshot-2025-04-25-at-16.19.13-300x205.png\" alt=\"Screenshot 2025-04-25 at 16.19.13\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                            <div class=\"pin\"><span class=\"text-colour-blue\">eBook<\/span>\n                        <\/div>\n                                                                <div class=\"inf\">English<\/div>\n                                    <\/div>\n                                    <h2 class=\"tl\">imagino Explains&#8230; Clientelling<\/h2>\n                                                    <div class=\"description\"><p>Use all your Black Friday data to elevate your in-store experience&#8230;<\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imaginostage.sanepress.com\/us\/resource\/whitepaper-imagino-explains-clientelling\/\" target=\"_blank\" class=\"btn--small btn btn--gradient-blue-dark\">Read more<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>The Californian Gold Rush. A huge number of prospectors racing to grab their share of what appeared to be an opportunity not to be missed. Parallels with Black Friday anyone?! But just like the Gold Rush &#8211; it&#8217;s getting harder and harder to tell real gold, from fool&#8217;s&#8230;<\/p>\n","protected":false},"featured_media":1531,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[36,42],"class_list":["post-1461","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-blog-content","resources_category-content","resources_sector-retail","resources_sector-luxury"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Black Friday \u2013 the end of the Gold Rush? - imagino United States<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday \u2013 the end of the Gold Rush? - imagino United States\" \/>\n<meta property=\"og:description\" content=\"The Californian Gold Rush. 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