Preparing for Black Friday

Black Friday – the shopping bonanza that hits each November – offers retailers a chance to increase sales, but also brings a unique set of challenges. With in-store crowds and online demand set to soar, prioritising safety becomes crucial.

Overall, meeting customer expectations while safeguarding employees and minimising risk is key for a successful Black Friday.

The stats

If we look at the UK, Black Friday has become a staple in the retail scene. According to Market Intelligence expert Mintel in 2023, UK consumers spent an estimated £13.3 billion during the Black Friday period (starting in November), a 7.3 per cent increase year-on-year. This surge in spending was likely influenced by the cost-of-living crisis, with over half of Black Friday shoppers indicating they relied more heavily on promotions due to financial concerns.

This popularity, while promising, also points to heightened risks: more people in stores and online means greater demands on staff and systems, increasing the probability of incidents/accidents and near misses.

Top safety strategies

To make Black Friday safer and more efficient, retailers need a proactive approach. Here are some ideas of how to stay ahead of potential issues.

1. Managing crowds and queues

Heavy footfall can quickly lead to crowding issues. Start with effective queue management: use clear signage, floor markings, and barriers to keep customer flow organised. Ensuring adequate staffing levels is essential. A well-briefed security team can help maintain order in busy areas, while monitoring real-time store capacity and having first aid on standby can reduce the chance of accidents.

2. Addressing theft and aggression risks

Black Friday can escalate theft risks and even aggressive behaviour among customers. Consider the use of personal SOS device technology for your staff, particularly when they are lone working. Invest in CCTV systems to monitor high-traffic areas, and work with local law enforcement if additional security might be needed. Training staff on conflict de-escalation techniques and ensuring a visible security presence are key to keeping incidents low.

3. Staff health and wellbeing: combatting fatigue and stress

Black Friday can take a physical and mental toll on all employees. Fatigue not only impacts productivity but also increases the risk of accidents. A carefully planned rota with regular breaks, rotating roles, and clear communication about stress management can make a difference. Providing access to mental health resources and holding a pre-event briefing to offer support and encouragement will show employees their wellbeing is a priority.

4. Cybersecurity: staying vigilant online

As online shopping continues to rise, cybersecurity has become a pressing issue for Black Friday.

In 2023, UK retailers faced a surge in cyber threats, with The National Cyber Security Centre stating that shoppers lost over £10 million to cyber criminals during that year’s festive shopping period, with 25–34-year-olds most likely to fall victim. In 2024 increased consumer vigilance is urged as AI generated scams enhance the threat to this year’s festive shoppers, as it’s revealed over seven in 10 British people worry that AI will make it easier for criminals to commit online fraud.

Prepare by updating IT security systems, patching vulnerabilities, and using firewalls and antivirus solutions. Training staff to recognise phishing attempts and reinforcing secure password practices are essential measures. In addition, a quick response plan and regular data backups can help retailers respond effectively to any cyber threats.

Safety and health professionals

We all play a vital role in pre-Black Friday risk preparations. Review all relevant risk assessments and operating procedures. This ensures potential hazards are identified and addressed, including fire safety, emergency exits, and first aid readiness.

Toolbox talks or safety briefings prior to Black Friday are valuable opportunities to reinforce critical safety protocols, encourage incident, accident and near miss reporting, and prepare staff for the day ahead.

Making safety a year-round priority

While Black Friday brings unique challenges, it also highlights the need for long-term safety measures. Some of the strategies used to prepare for Black Friday – such as crowd control, staff support and cybersecurity protocols – can be valuable throughout the year. These ongoing efforts not only protect staff and customers but can also improve reputation, boosting customer loyalty.

Sources:

1. https://store.mintel.com/report/uk-black-friday-market-report
2. https://www.ncsc.gov.uk/news/black-friday-bargain-hunters-warned-of-enhanced-online-scams-after-millions-lost-last-year