Blue Friday refers to the Friday after Thanksgiving in the United States when many retailers offer major sales and promotions. It marks the unofficial start of the holiday shopping season. The term “Blue Friday” comes from retailers being “in the red” financially, and hoping sales from the day after Thanksgiving will push them “into the black” for profitability.
History of Black Friday and Blue Friday
The day after Thanksgiving has been associated with large crowds and busy shopping activity since at least the 1930s, though the term “Black Friday” wasn’t widely used until the 1960s or 1970s. Retailers tried to change the name to “Big Friday” in the 1980s, but the negative connotations of “Black Friday” stuck.
It wasn’t until the 2000s that an alternative term “Blue Friday” started being promoted by retailers and marketers. The more positive “blue” refers to profits instead of the crowds and frenzy associated with “black.”
When Retailers First Started Using “Blue Friday”
Some key milestones in the history of Blue Friday include:
| Year | Blue Friday Milestone |
|---|---|
| 2003 | J.C. Penney is one of the first major retailers to launch a “Blue Friday” sale. |
| 2009 | Walmart registers the trademark “Blue Friday” for retail services. |
| 2011 | “Blue Friday” appears in over 150 U.S. newspaper articles, according to Google Trends data. |
| 2012 | Google searches for “Blue Friday” peak at over 3 times normal levels. |
| 2013 | Old Navy promotes “Blue Friday” online and in-store deals. |
| 2016 | Amazon launches a “Blue Friday” sale on Black Friday, joining other major retailers. |
As this timeline shows, while Black Friday has been around for decades, Blue Friday didn’t emerge as a marketing term until the 2000s. J.C. Penney and Walmart were among the first major companies to help popularize it as an alternative to Black Friday around 2009-2012. Other retailers followed suit, so that Blue Friday has now become an established annual sales tradition.
Reasons Retailers Shifted to “Blue Friday”
There are a few key reasons why retailers made a gradual transition from Black Friday to Blue Friday in their marketing and messaging:
– Blue is a more positive color than black. For retailers, black evokes negativity, while blue conveys optimism and profitability.
– Blue Friday sounds more consumer-friendly than Black Friday. It aligns with providing shoppers great deals rather than just chaos and panic.
– Blue Friday allows retailers to separate themselves from the frenzied doorbuster mentality of Black Friday. It presents a more orderly, welcoming shopping environment.
– As Black Friday gained notoriety for crowds and even violence, some retailers wanted to distance themselves from those negative associations.
– Blue Friday marks an evolution beyond focusing just on brick-and-mortar to more omnichannel retail experiences.
Growth of Online Blue Friday Sales
One of the key shifts in Blue Friday is the growth of online sales. While Black Friday was known for long lines and in-store doorbusters, Blue Friday is more about omnichannel convenience. Here are some statistics showing the rise of e-commerce:
| Year | E-Commerce Sales on Black/Blue Friday Weekend |
|---|---|
| 2013 | $1.93 billion |
| 2017 | $5.03 billion |
| 2018 | $6.22 billion |
| 2021 | $8.92 billion (projected) |
These numbers from Adobe Analytics demonstrate that online shopping accounts for a growing portion of retailers’ crucial holiday weekend revenues. Retailers have embraced Blue Friday as a way to highlight online deals rather than just physical doorbusters.
Projected Spending on Blue Friday 2022
Blue Friday 2022 is expected to generate robust sales as consumers seek deals on gifts, holiday items, apparel, and more. Here are some projections for spending this Blue Friday:
– The National Retail Federation forecasts holiday sales in November and December will grow by 6-8% over 2021.
– Shoppers are expected to spend an average of $860 each on holiday items, for a total of over $1 trillion.
– Online spending is forecast to grow by 2.8% from 2021 levels to $262 billion.
– Over 70% of shoppers plan to shop either online or a mix of online and in-stores over the Blue Friday weekend.
– Top product categories for Blue Friday spending include apparel, toys, gift cards, books, and consumer electronics.
Retailers Promoting Blue Friday 2022
Many major retailers are actively using the term Blue Friday in their current holiday marketing. Here are some examples:
– Walmart is promoting “Black Friday Deals for Days” and a “Blue Friday” event on Walmart.com.
– Best Buy is holding a “48-Hour Black Friday Flash Sale” leading up to “Blue Friday.”
– Macy’s has a banner for “Black Friday Specials” on its website but calls the day after Thanksgiving “Blue Friday.”
– Kohl’s has adopted “Black Friday Early Access” and “Cyber Monday” but currently uses “Black Friday” in its ads.
– Home Depot, Lowes, Ace Hardware and other home improvement chains are all touting “Black Friday Values” or “Black Friday Deals.”
Should Retailers Shift Completely to Blue Friday?
While the term Blue Friday has grown in popularity, Black Friday still dominates marketing and media coverage of post-Thanksgiving deals. This raises the question – should retailers fully embrace Blue Friday and abandon Black Friday terminology? There are pros and cons to consider:
Potential Pros
– Further disassociates retailers from the negative Black Friday reputation
– Promotes a more welcoming, orderly shopping atmosphere
– Aligns better with omnichannel retail over just physical stores
– Puts greater focus on profitability and driving online sales
Potential Cons
– Loses the established name recognition and brand awareness of Black Friday
– For some shoppers, Black Friday connotes excitement, thrill and tradition
– Media outlets likely to keep referencing Black Friday even if retailers shift
– Difficult to change consumer mindset overnight after decades of Black Friday
Overall, a gradual transition to greater use of Blue Friday may organically occur over time. But most experts think Black Friday will remain the dominant term in the near future due to its familiarity and cultural significance around holiday shopping.
Conclusion
In summary, while Black Friday has been around for decades, Blue Friday emerged as an alternative term in the 2000s. Retailers hoped to distance themselves from negative associations with crowds and chaos. The rise of online shopping also spurred the use of Blue Friday to promote digital deals. Major retailers like Walmart, Amazon and Macy’s now regularly use Blue Friday in their holiday marketing. However, Black Friday still dominates much of the coverage and public consciousness around post-Thanksgiving sales events. Shifting completely to Blue Friday has some benefits but also downsides retailers must weigh. For now expect both terms to co-exist in the retail lexicon, with Blue Friday gaining greater adoption over time.