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Out of necessity, DTC brands are rewriting the Black Friday rulebook

on Nov 29, 2019 | 0 comments

By Katie Deighton

Direct-to-consumer brands, with their limited ranges and online conception, once had an ambivalent approach to Black Friday. But as customers demand more, many of these online brands are adopting and evolving the retail frenzy into something more than just discounting.

Ad spend has always hit highs the weeks surrounding Thanksgiving, as retailers look to shout the loudest about their Black Friday promotions. Video cost per impression jumps 23% during the holiday season, according to Adobe, while spend on US TV commercials during the first two weeks of November increased by 5% year-on-year, according to MediaRadar.

But 2019 could go down as Read full story ›

Source: The Drum