Black Friday tips: Do you lower the price only with promotions?

Congratulations, then you have already given away unnecessary marginal money.

Martin Granberg is an expert on sourcing and pricing in e-commerce and is now doing a deep dive into the mistakes that e-tailers should avoid before and during Black Week.

Many retailers seem to think that Black Week is all about whittling margins to nothing, and they throw out discounts like confetti. This is because they are convinced that customers only care about the lowest price and best offer and that sales should only be supported by increased volumes.

This has its historical explanation, but is it really that simple? Are they stuck in a squirrel wheel of short-term thinking, undermining their own profitability by believing that strong campaigns solve all problems.