Purchasing power is gloomy, shops extend promotions after Black Friday

Customers no longer "spend money" on shopping

Sharing with Lao Dong reporter, Ms. Le Phuong Anh - manager of a cosmetics store on Pham Ngoc Thach street (Dong Da district, Hanoi) - is worried about sales after the recent Black Friday discount.

Accordingly, revenue and number of customers at the store she works at have increased but not dramatically.

“This year, the business situation is more gloomy. Because the brand has been operating for many years, we rely heavily on our previous customer base. One special thing is that the amount of goods sold through online channels is much higher than that of direct customers," said Ms. Phuong Anh.

According to the reporter's records, by November 28, even though Black Friday had passed, many stores still hung signs, continuing to apply deep discounts of 50-80%.

Ms. Kieu Ngan - a resident of Dong Da district - said that the current shopping trend is to find products that are both suitable and affordable: "Everyone wants to take advantage of the sale to buy suitable items.

The items I like and need are rarely discounted; on the contrary, the discounted items are mostly odd sizes or leftovers from last season, which do not suit the tastes of most customers.

Continue to extend promotions to attract customers. Photo: Ngoc Minh. — Continue to extend promotions to attract customers. Photo: Ngoc Minh

In fact, although it is a big festival that attracts the attention of consumers, the business situation on Black Friday this year is not really exciting.

The reason shared by many buyers is because the general economic situation is more difficult, they themselves need to save on spending.

Promotion lasts all month

Talking to reporters, Ms. Vuong Minh Anh (Cau Giay district) shared her experience that with big discounts, stores often let the program apply for at least a whole week, so buyers are more flexible and do not necessarily have to go on the exact day.

“Last Black Friday was on Friday, which was still a weekday, so many people might not be able to go shopping. I think it is a reasonable choice for stores to continue promotions on the following days to help shoppers have more time,” said Ms. Minh Anh.

In fact, according to research, many stores' sales have started early, sometimes even a month or a week before Black Friday.

Ms. Phuong Mai - a salesperson for a brand in a shopping mall on Pham Ngoc Thach Street (Dong Da District) - said: "Each booth has a different way of running discount programs. In particular, many brands keep the same deep discount price for many months, usually just changing the program name."

In addition to discount activities, brands and stores are also making more efforts to attract customers, especially at the end of the year. Big discount programs are announced through banners, screens and speakers in stores. In addition, communication activities on social networks are indispensable.

Ms. Le Phuong Anh added: “We always have to post announcements on social networks and inform regular customers in advance about the discount program, and gather staff for the evening shift, the busiest time. At the same time, the store focuses on improving the quality of consultation and care to retain customers.”

With much effort, brands and stores still hope that, at the end of the year, the number of customers will increase, helping to stimulate shopping and bring about a recovery in trading activities.

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