Poundland launches its first-ever Black Friday event
Source: Mintel 20-11-2023

UK 20-11-2023

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Poundland is launching its first-ever Black Friday event from 22 to 26 November across its stores and online. Customers can get 20% off all baby and kidswear, with new offers in other categories available on Poundland’s website from 20 to 24 November.

Online deals will include beauty brands Elizabeth Arden, Clarins, Lancôme, Sanctuary Spa and Illamasqua, as well as the Oplex hair care range. There will also be discounts on a selection of designer fragrances for both men and women, including Burberry, Calvin Klein, Jimmy Choo, Britney Spears and Issey Miyake.

Mintel comment:

“Poundland is kicking off Back Friday week with a host of promotions both in-store and online that are bound to appeal to shoppers looking for a bargain. It also marks the discounters first-ever foray into Black Friday and one that is timely with value a priority for consumers as we head into the all-important festive period. The move also highlights the greater engagement in Black Friday we are seeing in 2023, something which is likely to make this year's promotional period as large as ever.

For Poundland, Black Friday is also a chance for it to show-off its value credentials as a leading discounter at a time when value for money is key. As Mintel’s Food and –Non-food Discounter-UK, 2023 report highlights - there is an opportunity for discounters to develop their quality proposition, with improving brand relationships a crucial starting point as 37% think they are trading quality for price when shopping at discounters. Recognising that discounters need to work with brands that are sought after, Poundland’s Black Friday deals include savings on well-known brands like Elizabeth Arden, Clarins and Lancôme alongside promotions on a selection of designer fragrances. This also shows it is committed to providing shoppers with a broader selection of products across categories as earlier efforts included adding babywear and childrenswear to the majority of its stores-creating a more convenient and enjoyable shopping experience. Indeed, shopper promiscuity is high during Black Friday so creating a positive shopping experience is crucial-especially as doing so will encourage 84% of Black Friday shoppers to shop with a retailer again (see Black Friday - UK, 2023).”