RE: Black friday6 Dec 2021 11:02
Discounts have reduced on the lookfantastic site today which I see as a good sign.
Last week they were advertising "cyber month" with an up-to 40% off message, which means legally they have to have at least 10% of their products at 40% off.
Now the main message is 20% off 24 hour sale, and there is now only a 40% off message on "seasonal lines", which is much less of a promotion vs last week's.
Combining this with the lookfantastic googletrends data, I expect black friday performed lower than last year (November 2020 GoogleTrends data 100% index, with this year at 80% index), however I think last week performed much better than last year, with December google trends index currently showing at 90 vs last year's index at 71.
Having worked for over 25 years in in retail head office trading departments, extending promotions at Xmas depending on the phasing of demand is very normal. Retailers try to pull demand forward as much as possible to "flatten the curve" of demand in order to be able to cope with the logistics, but if demand isn't in line with expecations early on, the next step is to extent the promotion, and then if demand still doesn't come, promotions are made bigger. So Lookfantastic reducing the promotion to just 20% off this week is a good sign.
With this thinking and no RNS today, for me means sales are likely on forecast but maybe slightly lower than Q4 last year, which to be fair is to be expected I think considering the increased high street retail now vs last year.