Case Study: Best Buy Turns Black Friday Into a Beacon of Hope in the Midst of a Dismal Economy


Company: Best Buy Agency: MS&L Timeframe: 2008 In the world of retail, the day after Thanksgiving is the official kickoff to the holiday shopping season. Aptly dubbed Black Friday, it’s the day diehard shoppers across the country strategize and camp out in front of their favorite stores in an attempt to score the season’s hottest products at a fraction of the price. However, the recession precipitated by the Wall Street meltdown in the fall of 2008 put a severe damper on the then-imminent holiday season. Consumer confidence started to plunge as retailers braced themselves to expect the worst. To preempt the negative possibilities, electronics retailer Best Buy decided to launch a campaign that would restore consumer confidence in both the brands and the services it offers.

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