Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

Home Depot says 'no' to usual Black Friday, another sign brands must adapt

Home Depot says 'no' to usual Black Friday, another sign brands must adapt Blog Feature

Justine Timoteo Thomas

Director of Training, Host of Creator's Block Podcast, 10+ Years of Project Management Experience

September 20th, 2020 min read

My alarm went off around 7 a.m., and my feet hit the floor faster than they ever did on a weekday. I counted the cash I had saved from babysitting jobs one more time and put it in my purse, along with a list of presents I wanted to buy for my family for Christmas. 

My aunt was coming to pick me up, and I couldn’t wait. I was about to experience the rush of Black Friday shopping.

This was 20 years ago and though my interest in Black Friday shopping has dwindled significantly as I’ve gotten older, a part of me is still sad that this experience is yet another that will be different this year. Most people won’t be waking up early and rushing to stores, which has caused many brands to reconsider their Black Friday strategy.

🔎 Related: Google says 2020 Black Friday, Cyber Monday will be different

That’s why, recently, Home Depot announced it would be the latest big brand to not participating in the annual one-day discount tradition.

Don't panic, they're not doing away with the holiday savings entirely. They're simply forgoing the usual single-day mad-dash of savings. Instead of a single day of discounts, Home Depot is offering two months of discounts. 

Two. Months. Now, this is something I can get on board with.

The retailer said, “it decided to ‘reinvent’ Black Friday this year in order to reduce stress for consumers who typically rush to stores in droves to grab the best deals.”

The deals will be available both in stores and online, but Home Depot is also offering exclusive early access to discounts for its mobile app users. In addition, Home Depot will be closed on Thanksgiving day — something many brands are also doing.

Now is the time to rethink your holiday strategy

Given that this is unlikely the last brand we’ll see this kind of announcement from — and with  so many people unwilling and unable to shop in person — what will holiday shopping look like this year?

A survey released in June by Google notes:

“...more than a third of U.S. shoppers who normally shop in store for Black Friday say they won’t this year. And half of U.S. shoppers say the pandemic will affect how they’ll shop for the holidays this year.”

As with everything in 2020, it’s time retailers and marketers pivot their holiday sales strategy in the wake of the coronavirus (COVID-19) pandemic.

What can you learn from Home Depot, even if you’re not a brick-and-mortar store?

This year has been all about thinking creatively and adapting. Many are saying this is the death of Black Friday. However, I think it’s simply another opportunity to adjust to your buyers’ purchasing habits.

Neil Saunders, retail analyst and managing director at GlobalData Retail explains

"Black Friday has definitely transitioned more into a digital affair in the past five years. The focal point is not that single day anymore. It's an event spread out over several days."

Home Depot is adapting. Instead of forging through with a plan they have done in years past, they’re changing the way they sell because their buyers are changing the way they buy.

By providing two months worth of discounts, they open themselves up to earn even more than they would have in a single day. 

Personally, I love online shopping and look forward to seeing how retailers shift gears to be even more digital this season. Companies who embrace change will thrive this holiday season. If we’ve learned anything over the last six months, it’s that you have to continue to adapt to survive. 

So, how will you adapt? Now is the time to start thinking about your answer, as we look ahead to 2021, with uncertainty still very much a part of our lives… as consumers, and digital marketers and business leaders.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE