Home of Black Friday
Amazon introduced the Black Friday shopping event to the UK in 2010, but lost ownership of the occasion as every retailer started to run a sale. We wanted to reclaim leadership and start to reset Black Friday’s reputation from a chaotic sales event to a good deal for everyone. To make the point that the idea originated from Amazon, we created a physical Home of Black Friday and used it as a space to demonstrate how everyone, including third-party merchants, customers, communities and UK plc benefitted from Black Friday. The Home of Black Friday strategy is activated every Black Friday with the event becoming bigger each year.