Black Friday 2024: Stores launch early-bird deals for ‘Black November’

SINGAPORE – Black Friday, an eagerly anticipated annual retail event, is being celebrated early in Singapore, as well as around the world.

While Black Friday 2024 stretches from Nov 29 to Cyber Monday on Dec 1, online and physical stores are not waiting till the end of the month to roll out their big-ticket bargains, a hallmark of Black Friday shopping.

Changing consumer trends over the last few years indicate that sales previously set aside for a single day or the weekend after Thanksgiving Day in the United States have slowly expanded into the lead-up to the actual holiday, as well as a few days after.

This allows consumers more elbow room to bag early-bird deals ahead of the Black Friday weekend crowds.

In the US, Black Friday in 2024 has been dubbed “Black November”, as price markdowns started a week earlier at the nation’s biggest retailers such as Walmart, Target, Best Buy, Staples and Amazon, according to recent US newspaper reports.

In Singapore,

Amazon

announced a 12-day online shopping blitz starting from Nov 21.

Some of Singapore’s top department stores, such as Metro, Takashimaya and Best Denki, have deals that end as late as on Dec 3, after Cyber Monday.

This is the time of year when shoppers can expect “sticker joy” instead of sticker shock on expensive household items such as refrigerators, air-conditioners and furniture at up to 50 per cent off.

Since June, market watchers have been upbeat about the year-end retail performance.

Singapore’s overall retail sales in 2024 grew 2 per cent in September compared with a year ago, according to data released on Nov 5 by the Singapore Department of Statistics (Singstat). Excluding vehicle sales, Singstat reported that retail sales slipped 1.4 per cent compared with September 2023.

But the performance surpassed estimates by private-sector financial analysts, who earlier said that September 2024’s retail sales would grow 1.8 per cent year-on-year, according to business media giant Bloomberg.

Also, based on a month-on-month, seasonally adjusted basis, Singapore’s retail sales gained 0.4 per cent, notching total sales of $4 billion.

Australian retail chain Harvey Norman, which started its pre-Black Friday deals on Nov 14, has seen an uptick in demand across its 11 stores islandwide, with discounts of up to 70 per cent on electrical goods, household appliances, computers, furniture and bedding.

Ms Bernice Kwok, Harvey Norman’s managing director for Singapore and Malaysia, says: “There has been an increase in demand for smart and energy-efficient appliances, mainly driven by the National Environment Energy’s Climate Vouchers for sustainable appliances such as refrigerators, washing machines and DC (direct current) motor fans.”

The retailer has also seen an increase in demand for pet-friendly and easy-care fabric sofas, and premium adjustable beds.

New at Harvey Norman stores for 2024 are Next Gen AI laptops. The company’s Next Gen AI Experts say they have received numerous queries from customers about these devices.

After the year-end festivities, the chain of stores will be preparing for another big event, SG60, to commemorate Singapore’s 60th anniversary in 2025.

“We are planning bigger and better retail deals as well as shopping experiences throughout our stores, such as at our Millenia Walk flagship,” Ms Kwok says.

So Black Friday 2025 could be a ground-breaking blowout.

Mr Christopher Chan, head of marketing and media solutions for SPH Media, says 2024 has been buoyed by more positive sentiment and advertiser spending, but 2025 will be “brimming” with marketing activities and advertising campaigns for SG60.

“Media owners, such as SPH Media with its extensive omnichannel platforms and brands, are well-equipped to help advertisers amplify their messaging and strengthen their positioning with target audiences,” he says.

“The Straits Times also marks its 180th year with ST180, which will see a year of meaningful engagement with ST’s audiences, offering valuable opportunities for advertisers seeking brand association and thought leadership.”

Besides advertising in SPH news media such as The Straits Times, Lianhe Zaobao, Berita Harian and Tamil Murasu, advertisers are increasingly trying out omnichannel offerings.

In August, leading mattress brand Sealy spread its message through a campaign in collaboration with SPH on the importance of a well-designed mattress for sound sleep.

This included full-page newspaper advertisements in ST and Lianhe Zaobao, along with six radio talk shows and a podcast.

Mr Lee Chee Yan, Sealy Asia’s director and regional general manager, says the Sealy Sleep Census campaign was an eye-opener.

“The campaign surprised us with its statistics, as we were heartened to learn that people are genuinely concerned about their sleep and backache problems and how our insights can help them,” he says.

For Black Friday, the brand is offering a limited-edition Sealy mattress design that is said to promote deep sleep. The promotion ends on Jan 28, 2025.

Mr Lee says the SPH campaign has helped generate an increase in sales inquiries. “This definitely puts Sealy out there and also provides stronger brand recall for ST readers.”

Pre-Black Friday deals help shoppers such as Ms Ann-Marie Kavitha avoid crowds and scope out bargains at a more leisurely pace.

The finance manager at a local firm in the music industry is looking for an L-shaped sofa that can seat about five people for her four-room Housing Board flat.

Her three-year-old sofa is worse for wear after being scratched and chewed on by Scrumpy, her hyperactive “but adorable” nine-year-old pet beagle.

“I’ve been scouring deals recently on big-ticket items at several local stores as I found that there are quite a number of pre-Black Friday promotions this year,” says Ms Kavitha, who lives with her mother and grandmother in Bedok.

“I need to get a sofa with special fabric that is washable as well as pet-friendly. Hopefully, it will last longer than three years,” she says.

Several factors indicate a strong year-end spending season in Singapore, says Dr Samer Elhajjar, senior lecturer from the Department of Marketing at the National University of Singapore Business School.

The resounding success of Singles’ Day, which saw strong sales and consumer enthusiasm here on Nov 11, sets a promising precedent for Black Friday, as consumers tend to carry their purchasing momentum forward.

Dr Elhajjar also points to tourism, which has bounced back, with visitor numbers finally approaching pre-pandemic levels.

“This will result in more spending, especially in areas popular with tourists such as Marina Bay Sands,” he says.

“The recent record rallies on Wall Street are also giving consumer confidence a boost. This positive sentiment translates into increased spending, particularly on big-ticket items, which is a category that typically sees strong activity during Black Friday sales.”

Despite the brighter economic outlook, some cautious local shoppers are focusing on essentials and being thoughtful about their spending.

Dr Elhajjar says the trend has stuck around since the pandemic, driven by inflation, economic uncertainty and a more value-focused approach to shopping.

“While we’re expecting overall spending to be healthy, many Singaporeans are likely to be practical, prioritising essentials and value-oriented purchases over splurges,” he says.

“This mix will lead to a strong surge in big-ticket items, while sales of necessities and non-essential purchases will remain stable.”

There are also trends that will shape how shoppers make buying decisions in the years to come.

“Personalised experiences are taking the spotlight,” notes Dr Elhajjar.

“People are looking for brands that offer a unique, tailored touch, whether through product recommendations or personalised deals, which make holiday shopping feel a bit more special.”

There is also rising demand for “experiences over goods”, with many choosing to spend on memorable activities or dining out, instead of on items.

“E-commerce and social commerce continue to dominate, as more people want the convenience of shopping online,” adds Dr Elhajjar.

“Retailers have stepped up their game with improved digital payment options and social media shopping to make the process as seamless as possible.”