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Black Friday and Cyber Monday – why do retailers discount at a time when demand is highest?

5 December 20235 December 2023
by Chris Brookfield

Life is tough for retailers, whether clicks or bricks; the race to the bottom on price has been relentless since consumers have all the data they need in their hands (the internet on their mobile phones). But surely, when demand is already high for Christmas, you don’t need to discount?

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