CHICAGO-BDO Seidman has forecast a 1.8 percent increase in sales for this year’s Black Friday (the day after Thanksgiving) and Cyber Monday (the first Monday after Thanksgiving).
The accounting/consulting firm made its prediction based on a survey of retail chief marketing officers. Ninety-six percent of the survey participants said their companies would increase promotions and discounts for this year’s sales days, and 43 percent said they would focus most heavily on special events. Fifty-five percent of the respondents who are planning campaigns online will depend on e-mail promotions to boost sales.
Ted Vaughan, partner in BDO Seidman’s Retail and Consumer Product Practice, said retailers’ intentions to stress promotions for the entire holiday season means there will be less emphasis on Black Friday and Cyber Monday than in years past. “Further, the heavy discounting necessary to get consumers out and shopping on Black Friday and Cyber Monday will preclude retailers from reaping major sales gains,” Vaughan said.