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Nov. 21, 2012 /PRNewswire/ -- When it comes to pushing Black Friday sales ahead to
Thanksgiving Day, Americans are fed up — at least according to the results of a recent Google Survey: "Do You Think Retailers Have 'Gone Too Far' By Pushing Their Black Friday Sales Ahead to
Querying 1,500 Internet users nationwide, a little over 67 percent of those polled answered "yes" to that question.
What's so significant about this latest factoid?
Ryan Levesque, the internationally recognized marketing expert who orchestrated the survey, this information is useful for small businesses deciding how aggressive to be in their Black Friday sales promotions, both this year and in future years. The survey suggests retailers risk alienating potential customers by starting their Black Friday sales on
Thanksgiving Day, and being overly aggressive with their
Thanksgiving holiday sales promotions.
This is particularly true among retailers whose core target demographic consists primarily of Baby Boomers. Among those polled aged 55-64, nearly 79 percent are fed up with the increasingly common practice of initiating traditionally post-
Thanksgiving sales on
Thanksgiving Day itself.
"Retailers can capitalize on this information and build goodwill with their customers by publicly announcing their refusal to initiate Black Friday sales on
Thanksgiving Day," says Levesque, who heads several marketing firms, including LTP Marketing LLC (
http://www.LTPMarketing.com). "Instead of following the 'Black Thursday' trend, retailers can win the hearts, wallets, and long-term loyalty of customers by acknowledging
Thanksgiving as a day to spend with family and friends, in lieu of fighting crowds and waiting in long lines."
But that's not all – the survey itself, when tied to other forms of market research, is an excellent tool for small businesses to gain the type of market insight that would otherwise be impossible to attain so quickly and inexpensively using traditional methods.