"Black Friday": Attitudes, Behavior and Intentions of Greek Consumers

Black Friday is a biggest holiday shopping season in the United States and has been regarded as a great opportunity for retailers to increase their sales. Through the years, this practice has been extended to other countries in the world. Although its global widespread, there has been a lack of research attention to consumers' attitudes toward and behaviors during Black Friday. In 2016 for the first time the Black Friday practice was introduced in Greece. Therefore, the purpose of the study was to study the behaviors, attitudes and intentions of Greek consumers towards Black Friday. Moreover, the objective of this research was to understand differences between shoppers on Black Friday and non-shoppers and to suggest how retailers can harness these differences in terms of marketing. The online survey research method was used and data was gathered from 540 consumers. The results of the study show that there was limited knowledge and information among consumers on the Black Friday practice. Moreover, the findings show that only 1/3 of consumer participate in Black Friday sales indicating that Greek consumers did not respond as retailers probably expected. Finally, the reasons for the low participation rates as well as future consumer intentions are presented.