Іванова, Ірина ВікторівнаІvanova, IrynaБоровик, Тетяна МихайлівнаBorovyk, TetianaРуденко, Альона ЮріївнаRudenko, AlonaЗалозна, Таміла ГригорівнаZalozna, Tamila2025-10-292025-10-292020Ivanova I.V., Borovyk T.M., Rudenko A.Y., Zalozna T.H. Black Friday аs а Tool for Sales Promotion. Маркетинг і цифрові технології. 2020. № 4. р. 52-61. DOI: 10.15276/mdt.4.4.2020.3https://mdt-opu.com.ua/index.php/mdt/article/view/119/108https://dr.csbc.edu.ua/handle/123456789/489The article summarizes scientific views and defines the term of sales promotion. Features of promotion and sales promotion in B2C (Business-to-Consumer) markets are revealed. The use of digital marketing tools in the process of stimulating the sales of goods through digital channels, in particular through online stores, as well as the use of search engine optimization (SEO) and SMM-marketing is substantiated. Marketing communications and sales promotion elements used by retailers when preparing for seasonalsales are considered. The activity of consumers to retailers in the period of the preparation for grand sales, tools used by retail trade to influence the consumer and improve the activity of sales of goods is studied. The authors summarize and analyze statistic data of such online platforms as Black-friday.global, Picodi, Google Trends. The factors influencing the opportunities of online shopping and retail during Black Friday are explored and outlined. The peculiarities of trading platforms functioning, which provide online shopping space for various retail enterprises and offer marketing communications of retailers to increase the efficiency of product promotion on the Internet, are highlighted.SOCIAL SCIENCES::Business and economicsSOCIAL SCIENCES::Business and economics::Business studiesSOCIAL SCIENCES::Statistics, computer and systems science::Informatics, computer and systems science::Information technologyArticle