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Black Friday 2022: ¿cuándo empieza, cuánto dura y cuál es su origen? El Black Friday se aplica tanto a compras físicas como online Pixabay
El Black Friday se ha convertido poco a poco en una costumbre comercial completamente arraigada en España, al igual que en otros muchos países de todo el mundo. De origen norteamericano, esta 'festividad' del consumo se sitúa en un momento perfecto para impulsar el gasto, tras un verano de excesos (que nos lleva a contenernos una vez volvemos a la rutina , durante la llamada ''cuesta de septiembre' ), y justo antes de la temporada de Navidad .
Así, podemos afirmar que el Black Friday está diseñado para esquivar el tradicional 'periodo valle' del otoño en lo que a gasto familiar se refiere. Este año, además, la inflación, los problemas de transporte... hacen augurar una concentración del gasto en jornadas económicas como esta. De otro lado, el encarecimiento de los préstamos al consumo podría enfriar la tendencia anterior. ¿Cuándo empieza el Black Friday 2022, cuánto dura y cuál es su origen?
Black Friday 2022: cuándo empieza, cuánto dura y cuál es su origen Este año, el Black Friday se celebrará el próximo 25 de noviembre. Sin embargo, como ocurre cada ejercicio, ello no significa que los comercios se ciñan a esta fecha única: es muy frecuente que aparezcan ofertas antes y después de la jornada central, pensadas para atraer al consumidor y aumentar las ventas. Por ejemplo, es posible que se lancen precios no tan rebajados una semana antes con la intención de 'pescar' a aquellas personas que quieren asegurarse la disponibilidad de un producto y que prefieren esquivar las largas 'colas', virtuales o reales, a la hora de adquirirlos y de recibirlos en casa.
De esta forma, las empresas aprovechan el espíritu consumista que rodea a esta jornada diseñando estrategias de marketing adaptadas a las circunstancias y preferencias de cada año, al stock de que disponen... Al no existir una regla escrita sobre cuál debe ser la fecha o fechas concretas de descuentos, cada empresa puede repartirlos como desee.
En cuanto al origen del Black Friday, lo encontramos en Estados Unidos y, desde hace décadas, tiene lugar tradicionalmente el último viernes de noviembre, después de la festividad de Acción de Gracias. Esta jornada viene celebrándose en el país norteamericano desde los años 60. De hecho, noviembre se conoce como el mes del Black Friday en aquel país, y se trata, como su nombre indica, de un viernes señalado porque durante esta jornada los comercios ofrecen rebajas que suelen ser, además, bastante importantes.
El diseño del llamado 'viernes negro' tuvo que ver con la necesidad de impulsar las ventas del comercio minorista , estando ligado única y exclusivamente a una función comercial. Eso sí, el término 'Black' tiene que ver con un caso concreto, el de Filadelfia, donde el caos generado por las rebajas tras Acción de Gracias era tal que la jornada acabó ganándose ese calificativo. Así, la primera vez que se usó este término por escrito fue en 1961, en un boletín público de esta ciudad en el que se advertía sobre los peligros de la jornada en cuanto a tráfico y afluencia de personas. Poco a poco, este término se generalizó en todo Estados Unidos, estandarizándose alrededor de 1975.
Hoy en día, el Black Friday ha dejado de durar tan solo una jornada en muchísimos casos y la forma de llevarlo a cabo se vuelve cada vez más flexible. De hecho, muchas veces se celebra simplemente el ultimo viernes de cada mes de noviembre, eliminando el vínculo con Acción de Gracias que tan poco tiene que ver con muchos de los países que lo celebran. En cuanto al tipo de compras que se llevan a cabo aprovechando este periodo de descuentos, las navideñas son las más destacadas, aunque muchas familias aprovechan para adquirir aparatos de electrónica y grandes electrodomésticos en estas fechas, ya que estos productos suelen venderse con descuentos especialmente importantes
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