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Companies and customers alike are gearing up for Black Friday. But the infamous shopping holiday has little significance to companies' bottom line, according to researchers at Stockholm School of Economics.

In the past decade, Black Friday has grown exponentially to emerge as Sweden's second largest shopping holiday – just trailing Christmas. According to the Swedish Trade Federation, half of the eCommerce merchants believe that Black Friday is the most important period for their sales in Sweden, with the average Swede set to spend around SEK 2,900 during Black Friday. But according to researchers Fredrik Lange and Angelica Blom at Center for Retailing, it's much ado about nothing – at least for companies.

Learn more: https://www.hhs.se/en/about-us/news/2019/black-friday--a-case-of-marketing-fomo/

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