Impact of Black Friday Sales on Tesco's Sales Strategy

This dissertation focuses on the impact of Black Friday Sales on Tesco's Sales Strategy. It includes a literature review on effective sales strategies, benefits of huge discounts to sellers, and practices of Black Friday sales strategy. The research aims to determine how Black Friday Sales helps in increasing the sale of products of the Tesco Plc and the impact of discounts on the minds of customers which helps the company in influencing to purchase from the brand.

DISSERTATION

Table of Contents
CHAPTER – 1 : INTRODUCTION................................................................................................3
Background of the study..............................................................................................................3
Research aim................................................................................................................................3
Research objective.......................................................................................................................3
Research questions.......................................................................................................................3
Rationale of the study..................................................................................................................4
CHAPTER 2- LITERATURE REVIEW.........................................................................................4
2.1 Theme 1: To determine different effective sales strategies...................................................4
2.2 Theme 2: To analyse the ways in which huge discounts provide benefits to sellers.............6
2.3 Theme 3: To evaluate different practices of Black Friday sales strategies in order to
increase sales and profitability ...................................................................................................7
CHAPTER – 3 : RESEARCH METHODOLOGY.........................................................................8
Research type...............................................................................................................................8
Research Approach .....................................................................................................................9
Research philosophy ...................................................................................................................9
Research Design ..........................................................................................................................9
Data collection...........................................................................................................................10
Sampling ...................................................................................................................................10
Data analysis .............................................................................................................................10
Reliability and Validity..............................................................................................................11
Research Limitations ................................................................................................................11
Ethical consideration .................................................................................................................12
CHAPTER 4- DATA ANALYSIS................................................................................................12
CHAPTER -5 DISCUSSION........................................................................................................23
CHAPTER – 6 CONCLUSION.....................................................................................................24
REFERENCES................................................................................................................................1

CHAPTER – 1 : INTRODUCTION
Background of the study
The Black Friday refers to a day that comes after the U.S. Thanksgiving holiday. Many
employees are given a holiday on this day as it is an important occasion within some countries.
This day marks the beginning of the exclusive shopping deals and discounts and also considered
as the beginning of holiday shopping season (Goncharova, 2018). It has been determined that
there are many organizations including retailers which consider the Black Friday as an
opportunity to clear their old stock and introduce new stock within their stores before the
Christmas arrives. These retailing brands finds it convenient to offer huge discounts to the
products that are comparatively old and increase their sale, profitability and most importantly
engages the audience towards a particular brand. Sales strategy refers to the actions taken by an
organization in order to attract and engage a huge number of customers towards the brand and
help in increasing the profitability and sales of an organization. The Black Friday Sale is one of
the most important sales strategy which is used by a number of organizations in order to boost
their sales of the company. The present report aims to determine how Black Friday Sales helps in
increasing the sale of products of the Tesco Plc and the impact of discounts on the minds of
customers which helps the company in influencing to purchase from the brand.
Research aim
This research aims to identify how the Black Friday sale strategy effectively drives sales. Case
study of Tesco company, UK.
Research objective
 To determine different effective sales strategies.
 To analyse how can huge discounts benefits sellers.
 To evaluate different practices of Black Friday sales strategy in order to increase sales
and profitability of Tesco company.
Research questions
 What are different effective sales strategies?
 How can huge discounts benefits sellers?
 What are the different practices of Black Friday sales strategy in order to increase sales
and profitability of Tesco company?

Rationale of the study
The main reason behind carrying out the research is to identify how Black Friday sale is
useful in driving sales of an organization. This is considered as a research issue because it has
been observed that the craze of Black Friday Sale is increasing rapidly all over the world. Earlier,
only companies which were situated in the United States of America used to offer their
customers with Black Friday Sales. However, now a day, organizations from several countries
are moving towards offering their customers with the advantage of Black Friday Sale by
providing their customers with huge amount of discounts (Rodriguez, 2019.). Many
organizations have started to consider the Black Friday Sale as an opportunity to enhance their
sales and increase the sale of the company. Similarly, present research has been helpful in
determining the importance of Black Friday Sale in increasing the sale and profitability of Tesco
Plc within the market of United Kingdom.
CHAPTER 2- LITERATURE REVIEW
This chapter is related to illustrate the review under which the pre defined literature has
been research and identified in relation to the specified topic. In other words, it is the kind of
survey related to scholarly sources that is being related to specified topic which assist in order to
collect over view about the recent knowledge which helps in order to identify related theories,
method as well as existing gaps. Furthermore, it also involves findings related to relevant
publication that is being related to recent years which are books and journals, articles, etc. All
such things enable them to critically evaluate and analyse them. Hence, this chapter has involved
literature review which appropriately able to identify and analyse appropriate information about
the topic.
2.1 Theme 1: To determine different effective sales strategies
As per the views of Orare and Nkirina, (2019) a sales strategy is a type of document or
plan in order to position and sell specified products and services in order to differentiate their
solutions from their other competitors to sustain their brand value. Sales strategies are the ones
who have been created n order to provide clear objectives along with proper guidance to the sales
establishment. This document involves key information such as KPI’s, sales procedures, team
structure, product positioning, specified selling methodologies, etc. Almost all the guidelines
within this specified procedure are assisting towards fulfilment of communicating goals and keep

the sales higher over the same page. In order to prepare appropriate strategies those are highly
focused towards the customer conversations. All these are highly able to deliver conversations
which are helpful in delivering effectual purchase experiences, demonstrate value for their
buyers as well as separate the company in front of others and make them different from other
competitive firms.
Çavuşoğlu, Demirağ and Durmaz, (2020) highlighted that there are various strategies
which extremely able to enhance sales volume such as enhancement of online sales with the help
of social media platform which is one of the most popular way that people consume information
about the product these days. This is the major reason due to which almost all businesses are
highly active over at least two platforms of social media. With the help of creative thinking
abilities and strategic planning, the companies are able to make them differed from other
establishments. Another strategy that has been elaborated by the Radcliffe, (2022) states that
prioritize inbound sales calls as hot deals which illustrates that he team members should always
prioritize the prospects who call into sales first. Such hot leads are highly interested into the
product that are going to be sell and wants to understand enough information about the ways in
which t will provide benefit them before they make any decision. One more strategy includes
proper research and qualifies prospects under which even the strongest sales strategy can never
compensate for targeting the wrong consumers. In order to make sure that the team is selling
products and services to the right kind of customers encourage the company to do this aspect
even before attempting to discuss over the product. The company also have to demonstrate the
products while pitching in front of their customers which are the ultimate moment into any sales
strategy. It has to be powerful enough along with providing compelling presentations.
On the other hand, Tzeng and et.al., (2021) described that provide them a personalised
and clear end results. The consumer’s wants to purchase a means to enhance their own
operations along with simply just improve their strategies with the help of providing them certain
offerings. After providing appropriate explanation to the products as well as services that are
being offered to the client, the company is able to create personalized benefits to each client in a
manner that is extremely valuable to them. Moreover become adaptive towards the unique
demands of the clients as it is natural while working with companies of diversified structure as
well as needs.

2.2 Theme 2: To analyse the ways in which huge discounts provide benefits to sellers
As per the views of Svotwa, Roberts-Lombard and Jaiyeoba, (2020) trade discounts are
excellent tools for enhancing sales, boost profitability, and manage inventory as well as saving
money. This is an excellent method in order to maintain consumer satisfaction as well as
attracting a wider customer base. Thus, this is a great tool for offsetting behind the scenes
expenses included into the production acquiring economic resources as well as order costs. There
are various ways in which the huge discounts provide appropriate benefits to the sellers such as it
is the great way to attract customer’s attention towards the brand by offering the more or less
discount. The strategies such as coupons, promotional sales, volume purchases and other type of
strategies are highly able to attract new and consumers and motivate them to purchase their
offered goods and services. Offering a reduced price as well as reduced price for multiple
purchases will enhance the likelihood that consumers wants to purchase more in order to take
benefits of the deal from the company. The discounts that are being offered to the customers are
highly able to improve the reputation as it is the excellent way to enhance the perception of the
company. If consumers believe that the company offers great value for money, then they are
more likely to put their trust in products and services they provide. Building such type of
relationship with the customer is the key to retention and customer satisfaction.
As per the views of Bai, Li and Lin, (2022), trade discounts especially for smaller
businesses can lower down the operational business costs. Most of the smaller companies can
lower operational business costs. Moreover, they spend majority of their capital over such things
like economic resources, production equipment and ordering costs. Suppliers of the company
mostly offers such kind of businesses along with finding suppliers willing to offer trade
discounts can save company large amount of capital over business expenditure. Moreover, it
also enhances the purchasing power as the businesses who offer trade discounts allows smaller
businesses in order to spend more money over other resources or inputs as well as less money
over inventories as well as over production equipments. This involves example such as the
capital that has been saved because of such type of discounts can be out into improvements to
facilitate production along with additional employees for enhanced output or advanced market
campaigns.

Moreover, the companies also able to manage excess amount of stocks along with
providing them trade discounts as it provides assumptions along with any business that the more
they will produce, the more they can sell their products. Although, this specific mentality
become quite misleading sometimes for the company because the sales route are infrequently
linear and not always conventional. Offering great trade discounts to consumers if they purchase
in bulk is a great way to remove the problem related to excess stock. This is the path through
which sales will go some way towards offsetting original production costs prevents the
requirement to dispose of products that has been put by large amount of time and money into
business.
2.3 Theme 3: To evaluate different practices of Black Friday sales strategies in order to increase
sales and profitability
According to the Sharma and et.al., (2021) Black Friday is considered as an official start
of the holiday shopping season along with the fact that it was designated as a biggest shopping
day of every year as during this period, the company offers great discounts as well as savings
offered by the brands all across the world. Generally, this belongs to the first Friday following to
the Thanks giving. But appropriate strategy to make the whole concept successful is the basic
requirement of the overall campaign such as nobody is able to know about the sales unless the
company have a strong and solid Black Friday marketing strategy. This includes various deals
over the diversified platforms such as social media, excellent level of email marketing along with
letting the consumers understand about the offers that are awesome in nature especially during
the time of holiday shopping season. Different practices include optimization of website and
landing pages such as if the retailer is online then they understand the significance of their
website to others. This requires being prepared for the Black Friday means they need to be ready
for the increased traffic along with maintaining quality, speed level loading time over the landing
pages.
Moreover, Rosenbaum, Edwards and Ramirez, (2021) highlights that picking the right
keywords helps the businesses to hit the SEO targets and attract more and more traffic over the
store. For this, the company focuses towards their searching terms and utilise industry related
terms within the product description along with over every landing page. In order to do this,
Google provide some specified tools and techniques which includes Google keyword planner as

well as Google Trends as they highly able to assist into track the success level of SEO strategy
with the help of using Google analytics. In addition to that, the companies also experiment with
their paid ads as the organic traffic is the best option to rank highly over the Google and other
search engine results pages as the paid ads can be invaluable for electronic commerce Black
Friday marketing. It is an excellent opportunity to experiment with the company pay per click
advertising option along with receiving a quick boost into online traffic. Apart from this, having
a great level of email marketing campaigns is a must try for the businesses as this is specifically
important during the holiday seasons. The campaign should be full of interesting as well as
relevant information designed in order to get customers excited about the future coming deals
along with other Black Friday events the company plans for the betterment of their consumers as
well as for their own business. This requires special pop ups with special offers discounts and
early access to sales along with other incentives cam assist into encouraging customers to sign up
and having call to action along with fantastic graphs.
Karadeniz and Karahan, (2020) elaborate the concept that the schedule pop ups are able
to increase the email subscription and reduce abandoned cart rates as with this they can carefully
targeted and schedule the pop ups that can make and break any customers experiences. The
online business providers are highly able to understand that having right type of pop ups at the
correct time is the best and fantastic way to encourage specified visitor behaviour from up selling
to subscribing. Furthermore, the business also fulfils the and utilize the concept of social selling
according to which the marketing strategies should be central part of the social media as through
connecting with them, the companies are able to reduce friction that slows down the online
shopping concept.
CHAPTER – 3 : RESEARCH METHODOLOGY
Research type
There are mainly two type of research, namely qualitative research and quantitative
research. The qualitative research refers to collection of data that is not in the numerical form
whereas the quantitative research refers to collection of the data that is in the form of numeric
figures (Tzeng, and et.al 2021). For the present study, the qualitative data has been chosen as it
helps in collection of information which includes the behaviour of the customers towards the
Black Friday sale and what is the impact of Black Friday sale on the minds of the minds. The

qualitative research type has helped the research scholar in formulating different kinds of sales
strategies that can help the companies in increasing their sales. Moreover, the qualitative
research has helped the research scholars in determining the importance of discounts with respect
to the organization and identifying different practices of Black Friday in order to increase the
profitability of the Tesco company.
Research Approach
The research approach refers to the plans that helps in formulating and determining the
steps in which the whole research will be carried out. There are mainly two types of research
approaches, namely, inductive approach and deductive approach. For the present study, the
chosen research approach was inductive research approach (Dolega, Rowe, and Branagan, 2021).
The inductive research approach is the most suitable approach in order effectively analyse the
qualitative data. The inductive research approach has helped the company in development of
theories and themes with respect to the benefits of discounts to the organization in increasing the
profitability and sales of the company.
Research philosophy
Research philosophy can be defined as a process through which a researcher implements
his own knowledge and findings in order to critically analyse the topic of the research. The
research philosophy can be bifurcated in two types, namely, Interpretivism and Positivism. The
Interpretivism philosophy is generally used to analyse the data that is qualitative in nature and
Positivism philosophy can be used for the purpose of examining the data that in quantitative in
nature. Since, the present study has been conducted by considering the data that is qualitative in
nature, the interpretivism philosophy has been used in order to carry out the research. Also, the
sample size for the current research is small, the interpretivism approach was a perfect fit. This
approach has helped in understanding the concept of Black Friday Sale, determining the ways in
which the huge discounts can benefit the organization and receiving the perspective of the
participants for the same.
Research Design
Research design can be explained as a tactic used by the researchers in order to carry out
research. It includes a plan that can be found helpful in order to develop research questions,
collect the relevant data , interpret the same and form conclusions on the basis of the same
(Cardoso Filho, and et.al 2019). There are mainly three types of research designs used in order

to carry out research. They are exploratory research design, descriptive research design and case
study. For the present study, the descriptive research design has been chosen as it was helpful in
describing the whole scenario. The use of descriptive research design for the purpose of
determining the various sales strategies that could help the Tesco in increasing its profitability
helped in analysing the facts and findings with respect to the subject and gain an in depth
understanding of the research problem.
Data collection
Data collection refers to the process through which the researcher collects all the
information, measures its accuracy and formulate findings and conclusions in order to determine
the answers to the research questions. There are two methods of collecting data. They are
primary method and the secondary method of data collection. Primary data collection refers to
data collected from sources that direct such as carrying out interviews, surveys and experiments.
And, the secondary data collection can be described as the collection of the data from secondary
sources such as books, journals, online websites, libraries, and other sources. For the purpose of
conducting this research, the primary as well as secondary sources were used. In order to collect
the data from primary sources, a questionnaire was prepared and received the responses from the
existing customers of the Tesco for the purpose of determining the importance of discounts and
how does it influence them in to increasing their purchase activity.
Sampling
Sampling can be described as a tool through which certain group of individuals are
selected in order to statistically analyse the responses received from them and determine major
conclusion which can be used for determining the behaviour of entire population (McElroy,
Monsell, and Hutchinson, 2018). For the purpose of survey, a sample size of 30 customers of the
Tesco plc. will be selected and their responses will be critically analysed in order to determine
different types of sales strategies and discounts are useful in increasing the sales and profitability
of an organization.
Data analysis
A procedure through which several tools and techniques are used in order to describe and
evaluate the data collected and develop elucidative conclusions can be termed as data analysis.
Data analysis can be done in two ways i.e., qualitative and quantitative. If the data collected is
qualitative in nature, the thematic perception test technique is used and if the data is quantitative

in nature, the SPSS technique is used. In the present case, the thematic perception test technique
has been chosen. This technique has be used for the purpose of comparing the perceptions,
explanations and reflections of the respondents and formulate themes on the basis of the
responses received from the survey. This technique has been used in order to represent the data
collected in the graphical format after interpreting and examining the whole data. Moreover, the
use of thematic perception test technique was useful in determining the perception of the
customers of the Tesco with respect to the Black Friday Sale and identification of the sale
strategies which can be used by Tesco in order to increase its sale and profitability.
Reliability and Validity
The reliability and validity refers to how effectively a method is measuring the data. The
reliability can be defined as the extent to which the data is consistent with respect to the subject
of the research and validity refers to the extent to which the data collected for the purpose of
conducting the research is accurate and exact. In order to ensure the validity of the research, the
data that is collected from the secondary sources is only considered if it is published in or after
the year 2015 (BAYDAŞ, ATA, and KÖK, ).Also, only those articles and information has been
considered that is actually relevant for the purpose of carrying out this particular project. Any
information that is irrelevant with respect to the subject has been ignored. Also, in order to
ensure the reliability of the data as well as the sources from where it has been collected, only
information from copyright protected websites have been considered and the direct responses
from the customers of Tesco plc. has been collected in order to determine their perceptions and
view towards the subject of the study.
Research Limitations
Research limitations refers to the shortcomings of the research which are the result of the
shortage of time, resources and other parts of the study. With respect to the present study, it has
been determined that the time, money and unavailability of resources are the main limitations of
the study. Due to shortage of times and unavailability of funds, the quantitative aspect of the
study has been ignored and only data that is qualitative in nature has been considered. Due to the
shortage of time, the sample size taken for the study is small. Therefore, the thematic perception
test technique has been chosen for the purpose of analysing the data which is the most
appropriate technique that helps in examination of the data that is qualitative in nature.

Ethical consideration
There are certain rules and principles that needs to be followed by the researcher while
carrying out the research. Similarly, while conducting this research, all the relevant rules and
principles have been followed. In order to follow the ethical principles, the respondents were
asked to fill out a consent form voluntarily before they could participate in the process of survey.
This means that all the respondents that participated in the survey were not forced and shows
their willing participation (Arora, and et.al 2021.). Moreover, the anonymity of the participants
has been maintained and will not be disclosed in front of anyone without having a strong reason
and by taking permission from them before disclosing the same. Moreover, a list of references
has been attached at the end of the research project that states that the research is not been copied
and is an actual piece of work.
CHAPTER 4- DATA ANALYSIS
Data analysis is the best way to improve, transform and prepare data in order to discover
useful information for the purpose of decision-making effective. Its primary purpose is to pull
out useful information from the collected data and take decisions on the basis of analysis
(Polanco-Diges and Debasa, 2020). Within this chapter, the pictorial representation of data has
been described in the form of graphs and diagrams which provide high level of assistance in
order to provide great level of directions about the Black Friday sales strategy in order to drive
sales volume into considerable level. Within the current study, qualitative analysis has been
incorporated in order to achieve the set objectives of the study as well as evaluate the qualitative
data appropriately with the help of thematic perception test technique.
Theme 1: Majority of customers of Tesco states that they are highly excited for the deals on the
Black Friday, and they will definitely go for shopping over that specific time.
Do you plan to do any shopping on Black
Friday?
Outcome
Yes 23
No 3
Not sure 4

Total 30
Interpretation: From the above presented pictorial image, it has been illustrated that maximum
number of respondents such as around 77% are highly interested and plan specifically for the
shopping over the Black Friday. On the other hand, there are few such as 13% of respondents are
still not clear that whether they go for shopping or not and remaining 10% states that this year
they are not at all interested in order to purchase anything during this special discounted days
because of their own personal significant reasons.
Theme 2: Maximum number of respondents share their views in the favour that they have
planned most of the things for Black Friday.
How much planning do you put into Black
Friday?
Outcome
No planning 2
Not much planning 4
Some planning 5
Plan most things 11
Plan everything 9
77%
10%
13%
Yes
No
Not sure

Total 30
Interpretation: From the above pie chart, it has been highlighted that Majority number of
respondents such as around 35% share their view points that they plan most of the things for the
Black Friday along with the things they are going to purchase from Tesco. However, 29% are the
ones who plan each and every thing even the products and brand names as well. Moreover, 16%
of the respondents planned some things in effectual manner, 13% are not very much plan as per
their requirements and still need certain amount of working over their choices. And the
remaining 6% not at all plan about anything over the specified Black Friday sale.
Theme 3: Maximum number of respondents states that they are highly interested in order to shop
through both the modes such as the online as well as In store.
Will you prefer to shop online or go to the
store?
Outcome
Online 4
6%13%
16%
35%
29%
No planning
Not much planning
Some planning
Plan most things
Plan everything

In store 5
Both 18
Neither 3
Total 30
Interpretation: From the above diagram, it has been elaborated that the major number of
selected candidates which are around 60% are highly interested in order to purchase item with
the help of online as well as in store shopping method. On the other hand, there are few members
who interested in solo options as well such as around 17% are interested into in store purchasing
and 13% are interested to invest through online mode of shopping methods. Moreover, there are
10% people as well who are not bothered about the mode of purchasing and only concerned
about the products ajd services which they are going to purchase according to their requirements
and desires.
Theme 4: Majority of customers are really crazy for the Black Friday sale and states that they
planned to spend around £250 to £500 over this special occasion.
13%
17%
60%
10%
Online
In store
Both
Neither

How much do you plan to spend during
Black Friday?
Outcome
£1 to £100 1
£100 to £250 6
£250 to £500 16
£500 to £1000 5
£1000+ 2
Total 30
Interpretation: From the above drawn picture, it has been illustrated that 53% of selected
candidates or customers are ready to spend minimum of around £250 to £500 during the sale of
Black Friday. On the other hand, there are few people who are highly wants to go shopping and
thus, wants to spend £500 to £1000 which are around 17% of the overall respondents and 7% are
the ones who want to spend even more than £1000. However, 20% of the people go and opt for
an option of £100 to £250 and remaining 3% are interested into shopping and wants to spend the
minimum amount which is around £1 to £100 in order to fulfil their basic requirements only.
3%
20%
53%
17%7%
£1 to £100
£100 to £250
£250 to £500
£500 to £1000
£1000+

Theme 5: High number of candidates share their views in the favour that minimum of 30% is the
discount amount which incentivize them in order to make a purchase during the Black Friday
sale.
Which discount is the lowest which
incentivize you to make a purchase?
Outcome
25% 5
30% 17
40% 3
50% 4
60% and above 1
Total 30
Interpretation: From the above presented diagram, it has been illustrated that the lowest level of
discount as per the candidates that motivates them to make purchase is around 30 percent. This
information has been shared by around 57% of candidates. However, 17% of respondents agrees
over 25 percent, 10% of customers share their views in favour of 40 Percentage, 13% for 50
17%
57%
10%
13%
3%
25 percent
30 percent
40 percent
50 percent
60 percent and above

percent and remaining 3% is interested to spend their money on the basis of having minimum of
60 percent discount.
Theme 6: The maximum number of respondents have planned ahead for the majority number of
deals and tries their maximum to cope up with that specified deals in fruitful manner.
Do you check for the deals ahead of time or
look a day off?
Outcome
Plan ahead 18
The day off 12
Total 30
Interpretation: From the above drawn diagram, it has been illustrated that 60% of selected
candidates are highly able to interested and plan ahead for the shopping while 40% share that
60%
40%
Plan ahead
The day off

they want to have a day off at the time of doing shopping activities especially during the Black
Friday sale.
Theme 7: Majority number of selected respondents states that they go shopping throughout the
weekend as per their requirements and does not wait for any specific day. Although, they highly
agreed over the point that they also purchase items on Black Friday whether required or not
because of the heavy discounts and great deals over the items.
Do you do your shopping throughout the
weekend or only on the same day?
Outcome
All weekend 14
Only Black Friday 6
Over the weekdays as well 10
Total 30
47%
20%
33%
All weekend
Only Black Friday
Over the weekdays as well

Interpretation: From the above drawn pie chart, it has been highlighted that 47% of the
candidates are highly interested and go shopping through out the weekend while few such as
around 20% states that they wait for the Black Friday sale and go specifically over that day in
order to purchase the items as per their desires. However, there are few such as around 33% are
so much excited that they go for shopping at the time of weekdays as well.
Theme 8: Large number of customers do share their views that they are able to identify
information about the deals with the help of social media platforms as according to them it is the
major source which has been highly approachable for each and every age group people.
How do you find out about deals? Outcome
Email newsletter 1
Deal sites 2
In store 6
Social media 12
Friends 5
Visiting sites 4
Total 30

Interpretation: From the above elaborated diagram, it has been interpreted that majority number
of candidates such as around 40% are aware about the deals offered by Tesco especially at the
time of Black Friday with the help of social media, 20% of the people able to know while
visiting the stores, 7% through deal sites, 17% of the respondents with the help of friends and
remaining 13% is able to know with the help of visiting varied sites related to the places of
shopping.
Theme 9: The majority number of candidates states that they are highly interested and plan on
shopping for the holidays specially during Black Friday.
Do you plan on shopping for the holidays
during Black Friday?
Outcome
Yes 22
No 8
Total 30
3%
7%
20%
40%
17%
13%
Email newsletter
Deal sites
In store
Social media
Friends
Visiting sites

Interpretation: From the above presented diagram, it has been highlighted that 73% of the
candidates are highly interested and prepare in advance while going out for the shopping while
on the other hand, 27% of the candidates states that they are not really plan anything before or
till that specific point of time when the survey conducted.
Theme 10: Major number of customers who are selected for the given survey questionnaire
states that during the Black Friday they are highly interested to purchase grocery, clothing and
personal care items.
What do you basically want to purchase
over Black Friday?
Outcome
Clothing 6
Electronics 1
Food 3
Cosmetics 2
Grocery 9
Personal care 5
73%
27%
Yes
No

Nothing specific 4
Total 30
Interpretation: From the above picture, it has been highlighted that maximum number of
respondents such as around 30% are going to purchase grocery items as these are the basic
requirements. 17% for personal care items, 20% for clothing range at the time of heavy
discounts, 10% for food items, 7% for cosmetics, 13% for nothing specific and remaining 3%
also voted for electronic items as well.
Theme 11: Maximum number of respondents states that they are highly interested in the current
year Black Friday sale and wants to spend more than past years.
How much more likely are you to shop
online this discount day?
Outcome
Slightly less than past years 3
Much less than past years 2
The same amount 7
20%
3%
10%
7% 30%
17%
13%
Clothing
Electronics
Food
Cosmetics
Grocery
Personal care
Nothing specific

More than past years 13
Much more than past years 5
Total 30
Interpretation: From the above drawn pie chart, it has been highlighted that 43% of people are
interested into spending much more amount than past years, while 10% are going for slightly less
than past years, 23% are interested to invest for similar amount, 7% for much less than past years
option and remaining 17% wants to spend much more than past years.
Theme 12: What is the best deal you have got at the Tesco in your past times?
Interpretation: As per the maximum number of candidates, the best deals offered by Tesco are
almost every weekend but the Black Friday is the most appealing time within which they offer
great amount of discounts over their offered goods and services.
10%7%
23%
43%
17%
Slightly less than past years
Much less than past years
The same amount
More than past years
Much more than past years

CHAPTER -5 DISCUSSION
On the basis of the above study, it has been determined that the Black Friday Sale is an
essential strategy which has been found helpful to the Tesco in order to increase its sales and
profitability of the company (Bezai, and Dehimi, 2021). On the basis of the survey conducted for
the customers of Tesco plc., it has been determined the customers of Tesco Plc. Plan in advance
and formulate a shopping list before the arrival of the Black Friday Sale in order grab those
products at huge discounts. It has been interpreted on the basis of the findings from the primary
data, it has been determined that during the black Friday sale, the customers purchase from both
the modes such as online modes as well as by visiting the offline stores of Tesco Plc. and prefers
buying a long list of products at discounted prices. Also, according to the survey, various
customers also keep a budget set aside in order to specifically shop during the Black Friday Sale.
The range of their budget varies from £250 to £500 which is specifically to shop during this time.
Since, the customers are already aware of the time when all the retailers and other brands
launches their Black Friday Sales, they start planning in advance and prepare a list of products
and start selecting the products online and wish listing them, so that they could instantly make a
purchase of the products they need as soon as the sale is launched in the market (Zulu, 2019.).
All of these findings states that the Black Friday sale has become an effective strategy of sales
that is used by various organizations throughout the world including Tesco Plc. In order to
enhance their sales.
CHAPTER – 6 CONCLUSION
From the present report, it can be concluded that Black Friday Sale is an essential
opportunity for a number of organizations in order to increase their sales and profitability. On the
basis of the literature review, and the data analysis, it has been determined that consumers wait
for the Black Friday Sale throughout the year. They plan for this and make a huge list of the
products they need to shop which will be purchased as soon as the Black Friday Sale begins. The
present report includes a survey that was carried out with the customers of the Tesco Plc. On the
basis of the analysis from the findings of the responses received, it has been identified people do
not shop for those products throughout the year which they think might be available during the
black Friday at a huge discount. On the basis of the literature collected from various authors, it
has been determined that in general, black Friday sale is helpful for several organizations and it

helps them in increasing their sales and profitability of the company and moreover engage a
range of customers towards the brand including Tesco Plc. The present report also includes a
discussion of the data that has been collected from primary as well as secondary sources which
states that Black Friday Sales is an effective strategy in order to drive sales with respect to an
organization.

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