![Black Fri 1](https://theacademy.imgix.net/Black-Fri_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1280&q=80&w=1920&s=889530b4c9c5b8e16de914b88f3b9de3 1920w, https://theacademy.imgix.net/Black-Fri_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1147&q=80&w=1720&s=7f4be000cd3bb3696306680d4de0ca57 1720w, https://theacademy.imgix.net/Black-Fri_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1013&q=80&w=1520&s=40bd559af52923a90fa2640e6fcdf996 1520w, https://theacademy.imgix.net/Black-Fri_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=880&q=80&w=1320&s=45d87d1c066fd6f6cf166ad3f73cdf8b 1320w, https://theacademy.imgix.net/Black-Fri_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=747&q=80&w=1120&s=6862ab3acef2cc7f69b2f4bfab247747 1120w, https://theacademy.imgix.net/Black-Fri_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=613&q=80&w=920&s=dbb123db348bfdea8dc4dfe8a70daf5d 920w, https://theacademy.imgix.net/Black-Fri_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=480&q=80&w=720&s=76edef0a5af22d4b24f996adce2babc0 720w, https://theacademy.imgix.net/Black-Fri_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=28d3d7dea2dec9ead4aabed2e76a0843 600w)
Home of Black Friday
Amazon
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](https://theacademy.imgix.net/Black-Fri_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&q=80&w=1600&s=6a8f12255c95a26c6abc712bc7f1b0bd 1600w, https://theacademy.imgix.net/Black-Fri_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=933&q=80&w=1400&s=340c8b3a9a108f1e3c26ed1315ddd70f 1400w, https://theacademy.imgix.net/Black-Fri_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=800&q=80&w=1200&s=62d4bfa31da1ce505261690f8bb1fdd4 1200w, https://theacademy.imgix.net/Black-Fri_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=667&q=80&w=1000&s=f2de483b250a6c191c90d08baab86a56 1000w, https://theacademy.imgix.net/Black-Fri_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=533&q=80&w=800&s=f2e34a784f39e1f376e7b52616e747ed 800w, https://theacademy.imgix.net/Black-Fri_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=d118fb04af2c3fff4df1657a7efc5ea0 600w, https://theacademy.imgix.net/Black-Fri_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=267&q=80&w=400&s=1035ad9d8b856ae75cb83dc378368948 400w)
![Black Fri 3](https://theacademy.imgix.net/Black-Fri_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&q=80&w=1600&s=43e05aa0ce4d4164c434ea6d86718f4c 1600w, https://theacademy.imgix.net/Black-Fri_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=933&q=80&w=1400&s=bd302317e15b266203e25e1edf789f4c 1400w, https://theacademy.imgix.net/Black-Fri_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=800&q=80&w=1200&s=d2d4c18b42bd5e6a9a50a98f559905c3 1200w, https://theacademy.imgix.net/Black-Fri_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=667&q=80&w=1000&s=4c00a02737248b34362879360a2b929d 1000w, https://theacademy.imgix.net/Black-Fri_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=533&q=80&w=800&s=98201721bac85d10db8cf2350e334692 800w, https://theacademy.imgix.net/Black-Fri_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=135dac908224d5e0c0629ca841d33eb5 600w, https://theacademy.imgix.net/Black-Fri_3.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=267&q=80&w=400&s=35c673097038e97392b82b42671e4fb4 400w)