Sumary of In Europe, trying to find fun and games in holiday retailing.:
- Early this week, Clara Pascual was preparing to pin a poster advertising a Black Friday sale onto the front door of her family-owned toy store in central Madrid.
- ”Federico Corradini, the chief executive of XChannel, a marketing company that represents a dozen toy brands in Spain and Italy, said he expected their sales to triple this Black Friday compared with last year, buoyed by an increase in their ad spending.
- A few years ago, Italians started expecting big sales on a day called Black Friday, said Silvia Dreoni, a co-owner of the store and a member of the third generation to run it.
- So the English term “Black Friday” stuck, marking its American roots.
- But in-person sales provide more satisfaction, Ms. Dreoni said.
- “Online sales are fine, but they are cold, no emotions,” she said.
- Large national and international delivery companies have been swamped with online orders from Amazon and other e-commerce sites, said Marco Magli, owner of the ADL SPA Corriere Espresso, a local courier in Bologna.
- ”“In the last couple of years, volumes of deliveries started going up already in November — whereas before it was only in early December” confirmed Massimo Pedretti, a union leader at SDA, a courier company owned by Italy’s postal service.