Amazon’s “Black Friday Store” is officially up and running more than three weeks ahead of Black Friday. The microsite launched on Nov. 1 and will act as a centralized location for all the e-Tailer’s holiday deals, which include more than 100 million items eligible for free shipping and up to 30% in savings. The deals will be available until Nov. 24, the actual Black Friday.
The Black Friday Store will feature “Deals of the Day” with heavy discounts on items from televisions to clothing to toys. In addition to the store launch, Amazon has released new AR capabilities within its app, allowing customers to view larger items in their own homes — much like what retailers Chairish, Anthropologie and Target have done.
Experts agree that the idea of a one-day Black Friday has lost its luster. Research revealed that only 35% of consumers plan to shop on Black Friday, down from 51% in 2016, so Amazon’s strategy for a nearly month-long Black Friday offering makes sense.
“Black Friday has lost its significance,” said Steven Barr, consumer markets leader for PwC, as reported by The Washington Post. “Retailers have conditioned the consumer to believe everything’s on sale every day, which means the deals on Black Friday are not significantly different from any other time.”