Taking a closer look at the two mass market giants, both are in line with the mass market trend of decreasing discounts in early November 2021. Where Zara’s early November discounts were at an increase in 2020, they are stagnating and slowly decreasing this year. Within H&M, there is a clear decline in discounts, this early November. The supply chain disruption could be a contributing factor in the lower levels of discounts before the Black Friday shopping event, with early holiday shoppers paying higher prices.
The State of Black Friday in 2021
Black Friday is here to stay, and despite numerous brands being against the shopping event, consumers are intending to take advantage of the discount event and are doing a lot more holiday shopping this year, and are planning on shopping earlier. With low markdowns throughout the year, brands are expected to offer a large number of discounts throughout the “Black Friday” and “Cyber Monday” events. However, supply chain disruptions and price increases could be a major struggle for fashion retailers this season. How will leading retailers take on the discount event this week?
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