Agency breaks Black Friday records before the day itself

Digital marketing agency Alphageek has reported that it broke all its Black Friday records before the day even began – thanks to exceptional early sales activity.

The firm, which has offices in Derby and Dubai, said that so-called “Fake Friday” the week before saw 80% of its clients’ targets already hit, signalling the strongest start to the peak sales period the agency has ever recorded.

This year, Black Friday fell on Friday 28 November – but Alphageek said targets were achieved well before this date.

Operations director Kieran Flynn said: “Black Friday has evolved from a high-pressure weekend into a highly structured season.

“In the past, much of the work happened reactively and Black Friday was all about a 24-hour buying window.

“Now, brands are launching earlier, consumers are shopping earlier, and the entire trading period has become a sustained, month-long campaign.

“Hitting 80% of targets before Black Friday itself shows just how much buyer behaviour has shifted and how crucial it is for us to stay ahead of the curve for our clients.

Alphageek, which counts companies such as HUUB, Casio and Built for Athletes among its clients, says consumer behaviour has shifted dramatically in the last year, with shoppers researching deals and connecting with brands well in advance.

They report that shopping journeys are now firmly multi-channel, with consumers using TikTok, Google, Amazon, Snapchat, e-mail and creators to inform their decisions.

And this year, more than ever before, people have increasingly been asking ChatGPT to help them find the best price, check if a deal is genuine, compare products, analyse reviews and summarise pros and cons.

Managing director Tim Brogan said: “People are now letting AI do the research for them.

“Instead of just using Google, they’re asking tools like ChatGPT what to buy.

“That means brands are being judged through AI, not just through ads, websites and social media.

“It’s a new layer of influence that brands will have to understand and learn how to optimise for.

“Next year, people won’t just search – they’ll ask and ads will be delivered to them directly.

“And when customers ask ChatGPT what they should buy, brands will need to be ready to appear in those answers.

“That’s where Alphageek will be going next: into a world where performance marketing meets ‘Generative Engine Optimisation’ – making sure brands show up when AI is doing the recommending.”

*Tim Brogan was our Big Read contributor for November, in which he talks about his switch from the world of education to digital marketing. To read it, click here.