What's inside?
This seasonal best practice report provides photographic insights into Black Friday seasonal execution across major UK supermarkets in 2024.
- Photographic insights into Black Friday retail execution, showcasing branding, signage and key promotional strategies.
- Extensive documentation of point-of-sale activations, promotional mechanics and event-driven advertising across Aldi, Asda, John Lewis, Lidl, Morrisons, Sainsbury’s and Tesco.
- Coverage of Black Friday shippers across key categories, including electronics, home appliances, gaming, toys and personal care.
- High-quality imagery captured by Steve Dresser, providing market-leading intelligence into UK retail execution from a customer’s perspective.
- This report highlights how retailers structured their Black Friday campaigns, optimising event visibility through branding, promotions and customer engagement tactics.
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"Steve is one of the best retail operators I’ve ever come across. He operates in a level of detail beyond most people in the Retail business. He’s a truly customer centric leader, magnificent at process and challenges the status quo.. He’s a true force to be reckoned with and continues to be a good support to M&S and to me as CEO. "
“I found Steve’s observations to be of great benefit when driving change, wanting evidence-based perspective to drive improvements and remind our internal teams of the ‘reality’ that customers can face in store.”
“His knowledge, ideas and suggestions, backed up with detailed reports, were shared in a meaningful, practical way that assisted us to improve our store operations for the benefit of our members, whilst also improving ways of working for colleagues.”
“Your integrity and honesty was deeply appreciated by me and the entire Tesco team.”
Steve's eye for detail is exceptional. His deep understanding of the market - what's happening now and, more importantly, what’s about to happen - is second to none - and it's always backed up by deep and rich analysis."
What you'll get
Black Friday remains a key promotional event for UK retailers, with a strong focus on high-impact promotions, competitive pricing and in-store execution. The 2024 season saw retailers refining their signage strategies, branding activations and event-led promotions to maximise customer engagement.
This report provides photographic insights into Black Friday merchandising, illustrating standout promotional displays, category-led price reductions and in-store branding execution. The images highlight strategic product placements, seasonal advertising and high-visibility point-of-sale setups designed to enhance shopper engagement.
How did retailers approach Black Friday in 2024?
Retailers implemented aggressive promotional mechanics, dedicated fixture displays and impactful signage to drive urgency and demand. Notable trends included category-led discount strategies, digital integration in advertising and high-profile in-store branding designed to amplify Black Friday’s retail impact. Shippers featuring electronics, toys, home appliances and gaming products played a key role in promotional visibility, driving impulse purchases and customer engagement. The report captures a detailed photographic overview of Black Friday execution across UK supermarkets, offering insights into effective promotional merchandising strategies.
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“His knowledge, ideas and suggestions, backed up with detailed reports, were shared in a meaningful, practical way that assisted us to improve our store operations for the benefit of our members, whilst also improving ways of working for colleagues.”
Mark Cox, CEO, The Channel Islands Co-op
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About the report
Report Type: Seasonal Event
Seasonal Events: Black Friday
Contents
Report Contents: Branding, Key Trends, Point of sale, Promotions, Seasonal Displays, Shippers, Signage
Pages: 94
What you get with a Grocery Insight report
Insights, observations analysis and expert perspectives on what’s happening in retail.
High quality blur-free photos showing you what customers see in store.
Exclusive retail insights only available through our reports store
Expert perspectives and recommendations to drive sales.
Time and cost savings, by us visiting stores and collating findings on your behalf.
Inspiration, ideas and actionable next steps towards retail greatness.
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Frequently Asked Questions
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Purchase your report online through our website by clicking ‘add to cart’ then following the checkout process. Once your order has been placed, you will be redirected to an order confirmation page where you can download your report(s) that you have purchased. You can download all purchased reports from your account area at any time, by logging into your account which uses the email you entered at checkout.
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What is the difference between your report editions?
We offer two report editions which are ‘Photography Reports’ and ‘Insight & Commentary Reports’.
Photography Reports are photographs only, without any insight or commentary. These will give you a visual insight into the topic you are interested in, with real-world photography from our store visits.
Insight & Commentary Reports are photographs combined with written commentary by Steve Dresser. This gives you expert insight and perspective to add value to your reports. Deepen your understanding and knowledge with written commentary that will help you get the most out of your reports.
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What type of reports do you produce?
Broadly speaking, we have two categories of reports. We produce reports on our store visits, which include insight, analysis and imagery from notable and concept stores. We also produce a full end-to-end view on key seasonal events with the most detailed perspective available in the market today. We will produce further reports on emerging trends in the industry if we feel that such reports would generate value for our clients.
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Is there any form of disclaimer attached to your reports?
Absolutely, our reports are not endorsed, nor approved by any retailer who is featured via one of our store visits, our visits are unannounced and conducted in the same way that a customer would visit a store. Equally, our research is independent and any findings and/or observations are just that, they do not represent advice, nor guidance on the relative performance of any retailer(s) featured within the site. All trademarks remain the property of their respective owners.
