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Black Fri 1

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.

Black Fri 2
Black Fri 3