CHRIS FREELAND, RAPP UK, ON MAKING BLACK FRIDAY GREAT AGAIN

Freeland, CEO, RAPP UK, shares how to make Black Friday great for both brands and the consumers.

“Does anyone actually like Black Friday? Anyone?

Let’s start with the retailers and brands that participate year after year.

Well, not so much. The commercial case for their participation is now questionable at best. Black Friday encourages consumers to dive into their wallet earlier in the festive period but unfortunately, not necessarily any deeper. It’s a desperate race to the bottom, with the only winners being the big online retailers leveraging economies of scale."

Read more with The Drum.