2016 Black Friday Freshness Report: Retailers Recycle About 1 in 10 Deals from 2015
Do some Black Friday deals smell stale to you? That’s probably because they are. With all the hype around Black Friday, you’d expect retailers to wow their customers with new and better deals when the event rolls around again. This year, however, few retailers actually upped the ante with their offerings.
But lack of deal originality won’t stop Americans from raiding their favorite stores. With fresh bargains in mind, WalletHub compared America’s most beloved retailers to determine which among them is offering a truly unique deal in 2016, not just rehashing old promotions. Scroll down for the winners, expert commentary and a full description of our methodology.
If you want to get a head start on your bargain hunting, make sure to peek at our 2016 Black Friday Ads: Find the Best Deals report and sign up for a WalletHub account to receive a free personalized holiday budget. Plus, find fun and interesting facts about the holiday that kickstarts the shopping madness in our Thanksgiving Fun Facts infographic.
% of Recycled Deals in 2016
2016 Avg. Price Difference on Recycled Deals (%)
% of Recycled Deals in 2015
2015 Avg. Price Difference on Recycled Deals (%)
|Office Depot and OfficeMax||20.5%||-4.0%||11.1%||2.1%|
Consumer behavior plays a big part in the way retailers make Black Friday deals available to the public. Research firm Brand Keys points out that consumers over the years have realized that holiday shopping doesn’t begin the day after Thanksgiving. As a result, retailers have adapted to these new habits out of fear of losing sales to their competitors. We asked a panel of experts to weigh in on this system of promotion. Click on the experts’ profiles to read their bios and responses to the following key questions:
- Why do retailers repeat the same Black Friday deals year after year?
- Do you think the retailers who choose to remain closed — or have limited business hours — on Black Friday will be hurt or helped by this strategy?
- Do you think mail-in rebates are as effective as direct discounts in attracting customers?
- All things considered, are Black Friday discounts worth the hassle?
In order to identify the retailers with the most and least recycled deals, WalletHub’s analysts compared the 2015 and 2016 printed ads from 17 of the top U.S. retailers in terms of the proportion of deals they recycled this year and the difference in prices for those offers from Black Friday 2015. Our sample excludes deals that did not have calculable percentage markdowns and those for which Amazon.com did not provide all requested details.
We then calculated the total percentage of deals recycled from the previous year for all retailers as well as the percentage of recycled deals by each retailer and highlighted the average price difference, if any, for the recycled items.
Sources: Data used to conduct this study were collected from BlackFriday.com.
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