While 2023’s formal Black Friday sales have come and gone, there are residual sales that remain. Many are extending through the weekend. Others began a week or two ago. It’s quite the consumer holiday.
Fortunately for brick and mortar retailers, the mayhem of people fighting over products seems to have decreased. Black Friday has become an online shopping experience.
The magic retailers are having their sales too. I received emails from companies and individuals that I had forgotten about. Richard Sanders, Card-Shark, Patrick Kun and others have sent messages of discounts and sales. Even received one from SansMagic who I had thought closed up their business years ago. I’m glad to hear from them as I appreciate the small individual retailers. I wish they’d send one or two throughout the year. Not for sales but as a reminder of their unique product line.
This year, the Black Friday juggernaut is Vanishing Inc. They are pulling out all stops. Product discounts, special new releases, and the daily $0.99 download. It really is something to behold. This has to have a positive effect on their bottom line however I wonder about unintended consequences. A few of the unintendeds that came to mind:
- A questioning of the company’s attitude towards its customers. Was I being taken advantage of by the company in prior purchases? This would be especially true with customers who purchased downloads throughout the year. Many of the $0.99 downloads sold for $12 to over &20 – maybe more. Now they’re less than a buck. How would you feel if you had paid full price – especially since many downloads should be in the trick section of a magazine?
- A questioning of pricing of physical products. If a book can be discounted $5, $12, $30 or more. What’s the normal markup? What is the impact on the residuals for the creators and authors?
- A questioning of the timing of purchase decisions. If there’s going to be these big sales, why not wait to buy? Unless it’s a consumable like playing cards, rope, and flash products that you’d need for a performance, might as well wait for the sale? Sure there’s FOMO but it’s a magic trick, not a life-saving drug, you’ll be fine. If it sells out, again it’s not the end of the world.
I’m not against Black Friday sales or retailers making money but I am wondering what they’re training us as their customers. Interactions with customers or audience members, for that matter, train them how to behave towards us as a retailer or a performer. It might be helpful to reflect on what we’re training them.
