Taylor Swift Merch, Snow Globes and Contests: Retailers Want You in Stores on Black Friday

Investopedia11-22

Key Takeaways Retailers are trying to get people in the door with exclusive Taylor Swift merch and giveaways this Black Friday.Merchants prefer in-store purchases because of their higher margins and ...

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Retailers really want you in their stores this holiday season.That goes double for Black Friday, with brands hoping for a surge in foot traffic on the day after Thanksgiving. Experts say companies would rather ring up customers at registers than online, where widespread promotions and shipping costs eat into margins, while businesses have a better shot at nudging people to buy more stuff in their real-world shops.Their goals are the same: get you in the door.Companies are eager to engage people on shop floors. In-store purchases are less likely to be returned than digital ","collect":0,"end_time":0,"defaultTopTitle":"investopedia.com","property":[],"viewcount":null,"language":"en","relate_stocks":{"BK4597":"股息贵族","LU0128525689.USD":"TEMPLETON GLOBAL BALANCED \"A\"(USD) ACC","LU0310799852.SGD":"FTIF - Templeton Global Equity Income A MDIS SGD","BK4585":"ETF&股票定投概念","KSS.AU":"Kleos Space","TGT":"塔吉特","BK4533":"AQR资本管理(全球第二大对冲基金)","BK7503":"科技股","BK4114":"综合货品商店","BK4220":"综合零售","JCP":"彭尼百货","LU1244550221.USD":"FRANKLIN GLOBAL MULTI-ASSET  INCOME \"A\" (USDHEDGED) INC (M)","BK4588":"碎股","LU1267930490.SGD":"TEMPLETON GLOBAL EQUITY INCOME \"AS\" (SGD) INC A","LU1244550577.SGD":"FTIF - Franklin Global Multi-Asset Income A (Mdis) SGD-H1","LU2237443978.SGD":"Aberdeen Standard SICAV I - Global Dynamic Dividend A Acc SGD-H","LU1244550494.USD":"FRANKLIN GLOBAL MULTI-ASSET INCOME \"A\" (USDHEDGED) ACC","LU0211328371.USD":"TEMPLETON GLOBAL EQUITY INCOME \"A\" (MDIS) (USD)   INC","LU0211327993.USD":"TEMPLETON GLOBAL EQUITY INCOME \"A\" (USD) ACC","BK4547":"WSB热门概念","BK4155":"大卖场与超市","BK4103":"百货商店","BK7050":"调查和咨询服务","BK4504":"桥水持仓","BK4596":"哈里斯概念","LU2237443382.USD":"Aberdeen Standard SICAV I - Global Dynamic Dividend A MIncA USD","LU0823411888.USD":"法巴消费创新基金 Cap","LU0052756011.USD":"TEMPLETON GLOBAL BALANCED \"A\" (USD) INC","LU2237443549.SGD":"Aberdeen Standard SICAV I - Global Dynamic Dividend A MIncA SGD-H","KSS":"柯尔百货","LU2237443622.USD":"Aberdeen Standard SICAV I - Global Dynamic Dividend A Acc USD","LU1267930227.SGD":"TEMPLETON GLOBAL BALANCED \"AS\" (SGD) ACC A","LU0310800965.SGD":"FTIF - Templeton Global Balanced A Acc SGD","BK4532":"文艺复兴科技持仓"},"translate_title":"泰勒·斯威夫特(Taylor Swift)商品、雪球和竞赛：零售商希望您在黑色星期五进店","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"TGT":1,"KSS.AU":1,"KSS":1,"JCP":1},"content_text":"Key Takeaways\nRetailers are trying to get people in the door with exclusive Taylor Swift merch and giveaways this Black Friday.Merchants prefer in-store purchases because of their higher margins and lower return rates, industry experts said.Consumer spending this holiday season is generally expected to rise 3% from last year, according to consulting groups.\n Don’t let locked display cases and finicky self-checkout stations fool you. Retailers really want you in their stores this holiday season.\n\n\n That goes double for Black Friday, with brands hoping for a surge in foot traffic on the day after Thanksgiving. Experts say companies would rather ring up customers at registers than online, where widespread promotions and shipping costs eat into margins, while businesses have a better shot at nudging people to buy more stuff in their real-world shops. \n\n\n Many retailers are trying to capitalize with in-store specials this year. Target (TGT) will launch sales of a book about Taylor Swift's “Eras” tour in brick-and-mortars, along with vinyl and CD versions of her last album, before offering them online a day later. Kohl’s (KSS) will hold a sweepstakes with prizes including a Florida vacation. JCPenney (JCP) will hand out snow globes.\n\n\n Their goals are the same: get you in the door. \n\n\n “A lot of [retailers] frankly prefer it—even with store labor shortages, even with raising minimum wages,” said Kelly Pedersen, U.S. retail leader for consulting firm PwC. “It’s a more profitable way of doing business.” \n\n\n  Spending Expected to Rise for the Holidays  \n Consumer spending this holiday season is generally expected to rise 3% from last year, according to consulting groups. That’s a relatively modest growth rate, Bain & Co. said, with the inflation seen in recent years still weighing on many Americans. (Spending online is expected to grow somewhere between 7% and 9%, according to Deloitte’s estimates.)\n\n\n Still, Black Friday could be a blockbuster. Bain is forecasting that Americans will spend a record-setting $75 billion in stores and online from the day after Thanksgiving through Cyber Monday.  \n\n\n Stores see about three times more traffic on Black Friday than they do during a typical day in the holiday season, according to Joe Shasteen, global head of advanced analytics at RetailNext, which tracks store visits and advises retailers—though many of those visitors are merely browsers, with actual sales peaking on the Saturday before Christmas Eve. \n\n\n “From a traffic standpoint, Black Friday is still king,” Shasteen said.\n\n\n \n\n\n\n\n\n \n Black Friday shoppers in New York City in 2023.\nAndrew Lichtenstein / Corbis via Getty Images\n\n  Why Retailers Like Having You in the Store  \n Companies are eager to engage people on shop floors. In-store purchases are less likely to be returned than digital transactions, industry consultants said. They also have higher profit margins. Shipping costs are lower, Pedersen said, while online prices tend to be less expensive since e-commerce is a more competitive market, rife with promotions.\n\n\n Retailers want in-store shoppers to go away satisfied. On a Wednesday conference call, Target executives said the company will sometimes make items unavailable for same-day shipping to increase the chance that someone in a store can walk out with a desired item.\n\n\n Brick-and-mortar shops have trained employees to upsell customers, suggesting – for example – items that might pair well with something they’ve already chosen. Shop floors are set up to encourage splurges and impulse buys, Shasteen said. And making the most of a brand’s aesthetic is harder online, where fabrics can’t be felt, lotions can’t be smelled, and products are shown in small, thumbnail images, he said.\n\n\n “If somebody walks into a store, you have a captive audience,” Pedersen said.\n\nDo you have a news tip for Investopedia reporters? 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