This week, our American cousins celebrate Thanksgiving; a time of reflection, seeing family, and, of course, giving thanks. This traditional holiday, however, is swiftly followed by intense shopping madness on days now synonymous with dramatically increased expenditure and, even, chaos: Black Friday and Cyber Monday.
Typically associated with crowds of shoppers packing out the busy malls and outlets, the overarching understanding of these branded shopping days is one of mass consumerism. Black Friday and Cyber Monday are the domain of the B2C retailers — or are they? Increasingly, as the trend expands across the pond and beyond, B2B businesses want a piece of the action. But how can they make their mark in this already overpopulated space? And what’s in it for them? Here, we explore B2B’s place in the market.