The Plain Dealer
December 1st, 2011
Black Friday sales pressure retailers to keep slashing prices: “Retailers have conditioned us to wait for sales. We know that sooner or later, the item that we crave is going to go on significant discount, and that’s not a good marketing tool,” said Sheri Bridges, associate professor of marketing at Wake Forest University and director of the school’s retail marketing center in Winston-Salem, N.C. Slashing prices to ignite sales “amounts to paying customers to like your brand, and that’s rarely a sustainable long-term strategy,” she added. …
Bridges said that despite the retail workers who petitioned against working on Thanksgiving and backlash from some consumers who avoided shopping, “the cash registers told the story.” “Consumers really liked it, and if consumers really like it, retailers will do it,” she said.