Black Friday tip: Don't ruin the price picture of your brand

Stop contributing to the campaign frenzy.

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.

It is simple and tempting to run only broad campaigns across all categories during Black Week. This is something that both you and everyone else have probably always done. It worked, didn't it?

Campaigns are not infrequently initiated from suppliers and brand owners. Black Week is many times just like for you, their most important sales period. During the period, brands compete against their competitors to have a relevant price, and therefore provide support for the retailers to be able to set a good promotional offer, often across entire categories.

The brands do not want to disappear in the noise during the absolute strongest sales period of the year.