As Home Depot and Amazon approach an uncertain Q4, these retailers are seeking to embrace the extended digital nature of this year’s season. Home Depot is extending its Black Friday deals from early November through the end of December, both in-store and online, and partnering with Pinterest to help shoppers discover DIY gifts. Amazon is reportedly starting its own Early Black Friday deals on October 26 and not restricting discounts to Prime members, according to Tamebay, a publication for marketplace sellers.
Home Depot’s new approach to Black Friday is aimed at reducing stress and crowds, an important consideration in the midst of a pandemic. Pricing previews on its product locator will make it easier for shoppers to plan purchases, and the retailer will continue offering curbside pickup, in-store pickup or home delivery options with no fees.
Omnichannel flexibility will likely be key for the retailer during the holiday season: Home Depot’s digital sales doubled during its latest quarter, and shoppers picked up approximately 60% of their orders in stores, according to CEO Craig Menear.
Changing consumer habits may also be the reason behind the emphasis on DIY. Even though Pro and DIY customers comprise less than 5% of Home Depot’s total customer base, they are now responsible for 45% of the company’s sales, and the retailer has made special efforts to cater to their needs.
Amazon’s own Black Friday offerings reportedly will last for three weeks, ending on Nov. 19. Each week will emphasize a different selection of products, rather than putting everything on sale during the entire period. The retailer still plans on running Black Friday and Cyber Monday deals, though the windows for these sales are not yet known.