Thanksgiving is a major holiday in the United States, celebrated annually on the fourth Thursday of November. It is immediately followed by Black Friday, when retailers across the country offer significant discounts and special sales to eager shoppers.

In recent years, Black Friday has become more well known in Japan, with large-scale discounts becoming increasingly common. In this article, we’ll discuss this promotional period in Japan, the shops that hold them, and tips for making it successful while also explaining the origins of Black Friday.

What’s in this article?

• Black Friday explained
  
• The origin and history of Black Friday
  
• Black Friday in Japan
  
• Differences between Black Friday in Japan and the US
  
• Key points for a successful Black Friday sale
  
• E-commerce sites that hold Black Friday sales
  
• Physical stores that hold Black Friday events
  
• Black Friday FAQs
  
• Finding Black Friday business opportunities
  

Black Friday explained

In Japan, Black Friday spans from mid-November to the end of November, kicking off the sales season leading into Cyber Monday and the remaining year-end promotions. For many, this event signals that the end of the year is coming up fast.

Black Friday doesn’t sound like the most favuorable expression. So, what is it? Let’s examine what it means.

The origin and history of Black Friday

In the late 1800s, several retailers in America sponsored Thanksgiving Day parades. It is common knowledge that the start of holiday sales at stores after the parade led to Black Friday.

Black Friday began in the 1940s

Americans initially celebrated Thanksgiving Day on the last Thursday of November, but in November 1939, it fell on the fifth Thursday. Still, merchants wanted to start holiday shopping earlier, so they asked President Roosevelt to move the holiday forward by a week. Roosevelt agreed, and although there was some confusion in the years that followed, the US eventually settled on celebrating Thanksgiving on the fourth Thursday of November, allowing for these sales to begin before December.

The origin of the name Black Friday

You might have heard that the “black” in Black Friday comes from the fact that, at the time, black ink was used to record profits in handwritten ledgers, and the name was chosen in the hope of making the business “black.” However, the story is meant to give a positive spin to Black Friday.

The name actually comes from the American football game between the Army and Navy teams, held annually in Philadelphia on the Saturday after Thanksgiving.

In the 1950s and 1970s, this match attracted large crowds, most arriving on Fridays. This was a major headache for the police, who had to deal with all kinds of disturbances, and because of the hassles involved, the day came to be known as Black Friday.

As sales grew sharply that day due to the large number of people gathering in Philadelphia, those in the state’s retail industry also began calling it Black Friday – a day for buying. In the 1980s, the name spread throughout the US regarding holiday shopping.

People gradually forgot the negative meaning of Black Friday and remembered the positive one, which is its modern origin.

Black Friday in Japan

With no major events in November, Black Friday promotions are key to boosting consumer confidence and driving sales ahead of the year-end season.

The start and end dates of these sales in Japan vary by retailer. Many choose to launch their sales on Labor Thanksgiving Day (23 November), making them slightly earlier than the traditional Black Friday in the US.

Differences between Black Friday in Japan and the US

In the US, Black Friday is widely recognised as a day of festive sales at almost every store. Several shops offer deep discounts and exclusive loss-leader products in limited quantities and for a short time. Each year, the news highlights long lines of keen shoppers waiting for stores to open, garnering nationwide attention.

In Japan, the number of merchants holding Black Friday sales is rising, but compared to the US, many still opt out, so the scale of the promotions is probably the primary difference between Japan and the US.

In the US, the sale period is always after Thanksgiving, whereas the start time differs in Japan.

Black Friday deals are a chance for Japanese retailers to increase their profits by holding sales in November when business is slow.

Key points for a successful Black Friday sale

Let’s look at some ideas for making your Black Friday sale successful.

Secure larger quantities of stock

You can expect to receive a surge of orders on Black Friday. Lots of customers wait for popular items to go on sale, so you’ll want to ensure you have enough inventory to keep up.

Improve the display speed of your e-commerce site

If your e-commerce site plans big discounts or special offers for Black Friday, you can expect a sudden boost in traffic. The speed at which an e-commerce site displays has a significant impact on sales, and it also affects the rate of customer abandonment and SEO. You need to prepare by improving your site’s display speed before the sale begins, such as by switching to a robust server that can handle high volumes of simultaneous connections.

Start earlier than competitors

Shoppers are eager to purchase during this period, but the competition is fiercer. November is the time before companies pay bonuses, and consumers might be limited in their spending.

One strategy is to start promotions a little earlier than competitors offering similar products and services to get consumers to buy your products while they still have money to spare.

Have a checkout system that supports various payment methods

With many customers making purchases simultaneously, having a smooth and highly reliable payment system is important. Offering shoppers their preferred transaction methods can further boost your profits.

Managing sales and commission distribution can be difficult if you run a platform involving multiple stores, such as a marketplace or community. By introducing Stripe Connect, you can develop services that handle complex money flows easily so you can focus on your marketing strategy.

Ecommerce sites that hold Black Friday sales

Amazon Japan

Amazon Japan, the so-called king of e-commerce malls, holds a large-scale Black Friday event every year.

Rakuten Ichiba

Rakuten Ichiba also puts together a Black Friday special, with generous point increases and time-limited deals to rival Amazon.

Bic Camera

Even Bic Camera, which mainly deals in electrical appliances, holds a Black Friday sale for a limited time.

Physical stores that hold Black Friday events

Aeon

Aeon, which has stores all over Japan and offers specialised local product ranges, has also used social media to announce its Black Friday promotion. In 2024, Aeon held a 10-day sale.

Ito-Yokado

In 2024, the markdown period was the longest ever, at 17 days.

Welcia

Welcia Holdings Co., Ltd. has also offered big points and other campaigns.

Black Friday FAQs

Who decided on Black Friday?

Looking at the history of Black Friday, although several events triggered it, there was no definitive moment when someone picked the name, so it is difficult to say any person chose it.

Where did Black Friday originate?

“Black Friday” originated from an American football game in Philadelphia and specifically refers to shopping the day after Thanksgiving.

Which company held the first Black Friday sale in Japan?

Toys“R”Us Japan might have been the first to hold a Black Friday sale in 2014.

Finding Black Friday business opportunities

In this article, we explained the origins of Black Friday, the dates it occurs in Japan, and the key points for making it a success.

During major sales periods when site traffic suddenly increases, it’s important to be prepared to provide shoppers with a smooth and stress-free purchasing experience.

By taking a strategic approach, you might be able to use Black Friday as an opportunity to take your company to the next growth stage. Enhance customer satisfaction and brand value to boost your business’s long-term growth.