Insights to help you win during your busiest sales weeks
About a third* of all consumer spending happens between early November and just after the holiday season. This time can make or break your sales success.
You need to be prepared to maximize your sales during the year’s key promotional events. To outsmart your competitors, grow your market share and drive brand loyalty.
In our Peak Season Hub you’ll find reliable, up-to-date insights into all aspects of the shopping process – market developments, shopping behavior, pricing and promotion strategy, and consumer trends.
Check back regularly for new articles, or simply subscribe to get the latest insights sent directly to your inbox.
Infographic: Black Friday 2021
White paper: Winning the Peak Season 2021
White paper: Pricing and promotion in 2021
Insights article: Planning Black Friday 2021
Video: Top three planning tips for Black Friday 2021
Key facts, figures and trends
In another unusual year, how were Black Friday sales impacted and what changed from 2020?
In our infographic, you’ll find insights on:
How Black Friday sales performed in 2021
How performance compared to 2020
Which products and categories were most in demand
How online retail fared versus in-store shopping
How market conditions impacted discounting levels this year
Ready, steady, go!
Get set to conquer the competition during Peak Season 2021
Based on critical, up-to-date consumer and market insights this white paper helps you to validate your strategies against the latest developments and stay informed and ready to tackle this high-risk, high-reward Q4.
It identifies four keys to Peak Season 2021 success
Understand and prepare for volatility – how will the market shape up?
Have your finger on the pulse of today's shopper – how has their behavior been altered by the pandemic?
Make sure that you have the right product portfolio – where exactly does demand lie?
Continually refine your Peak Season strategies with intelligent, real-time data.
Six steps to success in Q4
Perfect your pricing and promotions strategy this peak season
Make sure you follow our six steps to success this peak season to have the maximum chance of being consumers’ brand, product, or retailer of choice:
Perfect pricing in the corona virus era
Choose less aggressive promotions
Focus on availability so you can meet demand
Know when consumers will pay more for premium products
Adapt to changed online and offline pricing dynamics
Respond fast using the latest market intelligence
Plan for Black Friday sales success
Our five guidelines for peak week sales planning and portfolio management
This five-minute read covers:
How to plan for each of the three weeks of the seasonal event
Ways to capitalize on the increasing importance of e-commerce
How to perfect pricing and avoid unecessary price drops
Which products to concentrate on
Methods to differentiate your offer through enhancing the online sales experience
How to plan Black Friday 2021
GfK’s strategic insights expert shares key learnings from the past 12 months
Our expert Norbert Herzog discusses key trends he has observed unfold, and ways to address them. Get answers based on GfK’s unique evidence-based perspective on this crucial time for manufacturers and retailers.
Despite COVID-19, how can sales planning be successful?
What is most likely going to happen next Black Friday?
What is the must-do for this year’s planning?
Learn more about what's happening in your local market
Our local teams are on the pulse of how Black Friday impacts consumers in their markets. Ready for a deep dive into your target market? Check out the latest (partly in local language):
Our solutions deliver robust market intelligence now and into the future
Insights for our peak season content come from a range of GfK products, all of which can help you power your business strategies and tactical decisions during these peak weeks and beyond. Learn more to find the solutions that are right for you:
GfK Market Intelligence: Sales Tracking
Knowing what to promote, to whom, at what price, on what channels and when is vital to success. Short-term decision-making requires up-to-date market intelligence reports. GfK’s Weekly Market Intelligence gives you the foundation you need to stay on top of the volatility.
GfK Market Intelligence: Supply Chain
Monitor your entire supply chain, including which products are sold to each point-of-sale channel and at what price in the distribution market, down to a single SKU-level in one click. Benchmark your performance against competitors, maximize your sales impact, and measure channel ROI.
GfK Daily Pricing Monitor
GfK Daily Pricing Monitor is a fully-automated global price monitoring and analysis suite that covers all propositions within the telecoms sector. It gives leading manufacturers, mobile network operations and retailers always-on insights and the opportunity take full control of pricing and proposition decisions.
GfK Consumer Life
Get robust and stable customer insights and segmentations based on values, lifestyle, buying behavior, future world outlook and concerns, and affinity for tech. Available in a variety of formats, including syndicated reports, 24/7 online data access, consulting services tailored to your custom questions, and more.