Systematic literature review of the black friday promotional strategy

Abstract

Purpose: Black Friday (BF) is one of the most important holiday shopping day in retail. As BF expanded and became better known, increasing its share in holiday shopping season sales, it also started attracting the interest of academics This paper is a SLR on BF and its goal is to map and group the studies conducted on the promotional strategy, identifying the main topics within the scope of this study, the publications and evolution over the years, the authors who published most and their respective countries, and to deliver a consolidated list of publications to help connect researchers and further studies. Design/methodology/approach: Applying the appropriate methodological procedures according to the guidelines of Tranfield, Denyer, & Smart (2003) and Snyder (2019), in that this process involved a search in the digital research databases using the keyword "Black_Friday" in the title, abstract or keywords of the publications listed Findings: We found a quite fragmented literature in publications were recorded in at least 20 countries, with a fragmented distribution of authors and a practically non-existent connection between them, concentrated primarily among colleagues of the same research center. Seventeen research topics were identified in this SLR, the six most frequent being: buying attitude/intention, customer misbehavior, predictive data analysis, marketing strategies, social networks, and shopping choices/motivations. Originality/value: The study contributes to the development of the research field of the promotional strategy , it being a starting point for future researchers who want to delve deeper into the identified topics or the potential research gaps on the subject and deliver in appendices, a complete list of work titles, year and outlet of publication, and main author in alphabetical order by last name and country of origin.