Black Friday is not what it once was. In-person shopping has decreased significantly over the past few holiday seasons as customers have shifted to online retailers to score their “black friday” promotions.
Both nationwide and in Wisconsin, the share of shoppers participating in Black Friday promotions has risen to about 70%. However, only about 30% of those customers plan to go shopping in person. With the rise of online marketplaces dominating retail, there has been a sustained move away from traditional doorbuster crowds.
Local Wisconsin coverage has noted that over the past few years, people have decided to go digital and stretch their shopping sprees out over the course of several days instead of relying on a single day for shopping. This is due to economic concerns, such an inflation, and the rising costs of staple goods like groceries and typical household goods.
Unfortunately, the shift online has hurt many local brick and mortar stores who find it difficult to compete with the steep markdowns found at large national chain stores.
Many local businesses are using new, creative methods of combatting the move to online shopping. One way is through Christmas craft markets.
The Holiday Market in Brookfield is scheduled for Friday, November 28. Featuring vendors from all over the the area, it provides potential buyers with an opportunity to step away from big box stores to find unique, handmade, and special gifts created by people in their own community. Additionally, it is an opportunity for local businesses to gain a competitive edge against some of the online retailers who have dominated the market.
Other events, like the German Christmas Market in Oconomowoc, give local vendors a chance to use the fun holiday event to bring their goods to the public. Running from Black Friday through to Sunday, November 30, the Market offers guests an authentic European Christmas experience. From live polka music to traditional food and drink, it is a creative way to bring businesses to the community’s attention.
Many cities have designated Saturday, November 29 as “Small Business Saturday” as a way to help promote local small businesses.
