Similar to Halloween, it’s another one of those days today which proved incredibly popular in the States, that has been imported and adopted over here - Black Friday.

I guess the phenomenon really took hold in the UK about 5 or 6 years ago, with images of hordes of people fighting over big televisions in supermarkets becoming commonplace.

However, I would say there appears to be a fair deal more healthy cynicism around the whole endeavour this year. I've seen several news items discussing how the marketing of the day by certain retailers can be somewhat misleading. The seemingly incredible prices that items are being offered for, have in fact been lower at different times of the year.

This doesn't alter the fact though, that all the publicity surrounding an event like Black Friday, adds into the buying public's expectation of being able to purchase heavily discounted goods - which for independent retailers, is problematic.

I saw some statistics this week from research group Capgemini IMRG e-Retail Sales Index, which said that discounting by online retailers was up by a third approaching Black Friday. In a statement the group said, "In Q3 (Jul-Sep), 23% of overall sales revenue came from products that were in sale; this was up almost a third on the same period last year (17.8%) and was also a sharp increase on Q2 (Apr-Jun) when it was 15%."

Whilst it's not particularly surprising to hear that online retailers are using discounting as their primary sales tool, it is concerning for the bricks and mortar independent retailer that it's being done with such prevalence and at ever increasing levels.

This is compounded when I hear dealers talking about how much erosion of margin they are experiencing on the goods that they sell.

Convincing customers that buying a premium product from a premium retailer involves a premium pricing structure is a perennial issue for this industry. It's a subject which is constantly discussed in the pages of Service Dealer and amongst speakers and delegates at our conferences.

But is it becoming more of an issue that it's ever been? Do events like Black Friday fuel consumer expectation for ever increasing bargains? Is pricing becoming the be all and end all for customers?

Dealers have always had to find methods to convey the message that buying from them provides so much more benefit than simply saving a few quid. That's nothing new. But do you worry your task is getting ever more difficult?

Or might you be finding the complete opposite? Are some consumers seeing all this discounting as a false economy and in fact rather tawdry? Is there a swing back amongst some who place real value on personal, expert service?

We're running a short survey today to gauge how our readers are viewing the prospects for their business as we head into 2019. Are you confident or concerned? It would be great to hear from as many of you as possible, to build up a picture of how the network is feeling. We'd like to know how you are seeing the prospects for all aspects of your dealership, plus whether you are thinking of expanding your workforce in 2019.

Also, we're interested in what's giving you most cause for concern. After this season, the weather is of course going to be up there, but considering we have Brexit looming over us next year, plus continuing online discounting and this whole issue of margins, is there something else which you feel is more of an issue for your dealership?

As ever in the surveys we run, there's space for you to share your more detailed thoughts. If you're concerned or optimistic, we would love to hear what you have to say. Let us know what's on your mind as we move into the new year.

We shall publish the results of the survey along with a selection of your opinions in the next issue of Service Dealer magazine.

Thanks in advance for your help.

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