Editor’s Note: This release was edited by Larry Lapka
AAFES ‘Holiday’ Sales Provide Savings During a 12-Week Span • DALLAS
Due to the ravages of the COVID-19 pandemic, the Army & Air Force Exchange Service (AAFES) implemented a different type of sales strategy during the holidays, including Thanksgiving’s Black Friday and Cyber Monday, and the strategy seemed to work, mitigating sales losses during the ultra-busy shopping period.
According to the Exchange, it pivoted from Black Friday-specific promotions to providing savings across a 12-week span, from Labor Day on Sept. 7 to Cyber Monday on Nov. 30.
AAFES’s noted that its “12 Weeks of Black Friday Savings” campaign “helped to protect authorized shoppers and associates as crowds in-store were reduced, allowing the Exchange team to make adjustments to mitigate shifts in consumer buying, COVID-related manufacturing and supply chain constraints and installation access limitations.”
According to the Exchange, this strategy resulted in a 38-percent increase in online sales, offsetting what it described as “modest” decreases in Main Stores and Specialty Stores, with lessened sales of 11 percent and 8 percent, respectively.
All told, implementing numerous customer-friendly promotions throughout the expanded holiday period, AAFES reported that it was able to lessen the shopping hindrances of this very unique season, producing an overall retail sales decrease of 5 percent — without fuel — versus the same time period a year earlier.