Black Friday, the day after Thanksgiving, is renowned for shopping deals and crowds in stores, but in our Covid-riven world, crowds are the thing to avoid. A study from Visa says that only 20% of U.S. consumers plan to do their shopping exclusively in-store, while nearly a third plan to do most of their shopping online. All of that raises a question for retailers about how to attract shoppers, how to maximize their performance on Black Friday, how to offer the deals to consumers that attract them to buy other things and what does that all mean for next year?

Since the pandemic started, almost no matter what questions you ask about retail, the answer is the same: It’s going online. And that’s true for Black Friday too, it’s going online. The question is, how will that work? How do you put a cultural phenomenon like Black Friday into a smartphone?

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