Discovery Friday was created to help Barnes & Noble “bring the spirit of fun and discovery to the holiday shopping experience and help customers find the perfect gifts for the people they care most about,” said Mary Amicucci, VP of Adult Trade and Children’s Books at Barnes & Noble, in an interview with Retail TouchPoints. Because consumers are starting to shop for gifts earlier than ever, the retailer is holding the event one week before Black Friday “to give customers more time and jumpstart their shopping with fun activities, events and appearances the whole family will enjoy.”
During the day, children and parents can enjoy a series of contests, games and activities. There will be themed storytimes of The Elf on the Shelf: A Christmas Tradition, and other notable books, to help put customers in the holiday spirit. Shoppers also can play their favorite board games, such as Scrabble, Rummy and Spades, during their store visits.
In addition to events and activities, Discovery Friday also will feature deals and offers. Customers also will be able to enter a sweepstakes to win a $1,000 shopping spree. Five winners will be selected nationwide.
“We’re excited to host these fun, festive events and activities in all of our stores nationwide to officially launch the season,” Amicucci said, “and make our customers’ experience finding the perfect gift for friends and family a whole lot easier, and much more fun.”
Focusing On The Human Touch
Although Discovery Friday was created to get shoppers into the holiday shopping spirit, the one-day event also is expected to spotlight Barnes & Noble’s key differentiator, according to Amicucci: the human touch.
More than 40,000 store associates will be at the front lines of Barnes & Noble locations to provide shoppers with personalized gift advice and recommendations for friends and family.
“Our booksellers' insights, knowledge and singular focus on our customers enables us to offer something no other retailer can deliver and no algorithm can match — true discovery,” Amicucci said. “The bookseller's perspective is one of Barnes & Noble's greatest assets and an integral component of our plans for Discovery Friday. They will guide the discovery process and help lead customers to special finds and meaningful gifts their friends and family with truly love this year.”
With Discovery Friday marking start of the holiday season at Barnes & Noble, the retailer also will be promoting deals and specials that will be taking place on Black Friday. Amicucci explained that customers who visit Barnes & Noble stores “will have the option to provide us with their contact details so we can send them information on various Black Friday promotions and specials they can enjoy this year.”