Dixons Carphone has today pushed the button on its longest ever Black Friday event with the launch of an extended ‘Why Wait’ campaign.
The electricals retailer told Retail Week it is kicking off the Sale earlier than usual to give shoppers longer to take advantage of its offers.
Dixons Carphone ecommerce director Stuart Ramage said: “We’ve really bought big this year, with more products on more deals than ever before, so we want to make sure customers have every opportunity to take advantage of them.”
Black Friday gets “bigger and bigger” every year, he claimed, describing the event as a “mainstay” in the retail calendar.
The extended Sale will feature offers from across the retailer’s ranges including, Ramage said, its top brands.
There will be deals on items including big-screen TV’s, laptops, domestic appliances and “on trend” products such as voice activation.
“We’re expecting demand to be very high in that area,” he said.
Black Friday – 12 months in the making
This year’s Black Friday preparation started for the electricals group as soon as last year’s event came to a close.
Ramage said the retailer has made “a load of great enhancements to the website” and has put a lot of energy into “ensuring the infrastructure can support the heavy load” that it experiences during the period.
It has also increased the ability for customers to access delivery and stock information, refined the cross-channel experience and ensured its collection points are fully prepared.
Its same-day delivery will be available throughout the event, other than on Black Friday itself.
Ramage said the retailer’s preparations have put it in a good position to “capitalise once again” and deliver a “really great experience” for customers.