Black Friday is one of the busiest dates in the retail calendar, and it offered a real time to shine for Clarity client PCA Predict (a GBG company). However it’s also one of the most saturated with many companies competing to be heard. It was our challenge, therefore, to cut through the noise and gain media exposure for PCA Predict in a very competitive space.

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There was a time when Black Friday was mainly an American phenomenon. The day after Thanksgiving traditionally signalled the start of the shopping season that climaxed at Christmas. However the growth of online shopping has taken the concept global . So given that Britons spent nearly £6 billion between Black Friday and Cyber Monday last year – of which £2.8 billion was online shopping and Americans spent ten times that figure – it’s critical that brands take steps to maximise their efforts to reconnect with existing customers and grow their consumer base.

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