Is it the end of one-day Black Friday sales?


York U marketing expert says supply chain issues may change the way brands target holiday shoppers for good

TORONTO, Nov. 8, 2021 — As many brands count down to their first Black Friday and holiday season without significant health restrictions due to COVID, supply chain issues are still tying the hands of many stores and online shops wanting to cash in on consumers looking for deals. Ela Veresiu, an expert in consumer behaviour and Associate Professor at York University’s Schulich School of Business, says more and more companies are testing the staggered-sale format and the trend is here to stay.

“The strategy of a Black Friday month rather than just a Black Friday day was tested pre-pandemic by some brands. But it is definitely here to stay not only due to pandemic related supply-chain shortages. Companies are finding that staggering holiday sales allows them to better reach their customers.”

ela veresiuVeresiu adds the advertising language to reel that buyer in is also changing to reflect this trend. “‘First peak’ or ‘sneak peek’ for early Black Friday sales are just some of the phrases being used on social media to turn this into an exclusive experience.”

Ela Veresiu is available for interviews and can speak about:

  • Why toys, electronics, furniture are the first to be impacted this season
  • How staggered sales can build better relationships with consumers
  • How social media tactics are changing including the use of blogs to target consumers
  • Why local businesses are benefiting from staggering sales and promotions to cope with supply issues
  • What to expect for the holidays from deals to supply


About York University

York University is a modern, multi-campus, urban university located in Toronto, Ontario. Backed by a diverse group of students, faculty, staff, alumni and partners, we bring a uniquely global perspective to help solve societal challenges, drive positive change and prepare our students for success. York's fully bilingual Glendon Campus is home to Southern Ontario's Centre of Excellence for French Language and Bilingual Postsecondary Education. York’s campuses in Costa Rica and India offer students exceptional transnational learning opportunities and innovative programs. Together, we can make things right for our communities, our planet, and our future.

Media contact: Anjum Nayyar, York University Media Relations, cell 437-242-1547,