The dynamics of commercial planning in a logistical scenario, where a tradition that was confined to Macy’s stores in New York in the 1960s has now become a fundamental part of the supply and demand behavior of goods globally, leads to the need to channel the surge of certain commercial activities related to the upcoming Christmas season. This is the so-called Black Friday, celebrated on November 25th, which consists of a massive shopping strategy, mainly globalized.

At present, it is of vital interest not to overlook that buying and selling activities have been defined by what is known as the digital tradition, a reality of online shopping that reflects a highly competitive market situation with increasingly demanding consumers who want to adapt to a dynamic of convenient, instant, and flexible services.

Now, knowing that the Black Friday strategy has internationalized to the point of being a highly anticipated moment for a large number of consumers who want to do their Christmas shopping at very low prices, with promotions and offers that allow them to purchase a good amount of products with juicy discounts compared to their initial price, opens the doors to a reality in which it must be understood that there will be a considerable increase in activity flow in delivery companies. Likewise, understanding that, in this scenario, there will be an accentuated interest in having an excellent logistics service at the level of e-commerce and the possibility of trying to contact more than one transport company (since it is a high season) will allow for greater adaptation to this commercial reality.

The consumer will have the opportunity to combine different types of transportation with different types of shipments, having the possibility of paying for their operations through different payment methods. This is a multivariate logistics reality in which many solutions will coexist in the dynamic of supply and demand relationships.

If we delve a little into the logistical goals or objectives facing the upcoming situation, it should be taken into consideration in the first phase that, as it is an event in which the logistics sector is expected to be at one of its highest points, said sector has already started its strategies in advance, perhaps two or three months before the expected November 25th.

Here are some aspects of interest to avoid collapses and slowdowns at the supply chain level:

Designing an adequate planning program to respond promptly to the contingency of order deliveries. In this regard, financing in the short term should be redirected to market research to determine which products will be selected for sale in order to meet demand.

Detailed planning of the means of transport that must be chosen to fulfill the supply of goods to the end customer.

Fulfillment of the necessary reinforcement of warehouse, order and shipping management, as well as the treatment that must be maintained with suppliers and contact companies.

Effective communication with the properly trained human personnel or team to comply with the quality of service, understanding that the date could impose large amounts of work that will undoubtedly affect the dynamics of the supply chain.

Contrary to those estimates that foresee a significant increase in global sales and, therefore, in all logistics activity, it is also suggested that there could be a scenario of certain contraction of orders in this end-of-year season, with a significant slowdown in consumption, which will begin to be noticed in the coming weeks (estimates from the Spanish Business Organization for Logistics and Transport, UNO).

Perhaps unexpected demand peaks will be recorded during Black Friday and the holiday season. However, what is important for the deployment of this logistics activity is to always be prepared to meet customer satisfaction, understanding that the inherited traditional logic must be transcended in order to give way to the so-called omnichannel supply, which allows maximizing the activity of production and distribution centers, in response to emerging needs, making the use of stock more intelligent, to meet the full satisfaction of demand during peaks.