y last year for the retailer, which saw Cotton On record their largest ever day of online sales. “Last year’s Cyber Monday saw us record our largest ever day of online sales, which was just incredible,” Cotton On GM, Felicity McGahan, told Inside Retail Weekly. “We are certainly expecting another big year this year and it is shaping up to be a big weekend for Cotton On.” McGahan said Cotton On recognises that customers are shopping across borders and participating in retail events, regardless of where they are taking place in the world. “As an Australian brand, we love celebrating events local to our region, and it’s great that we’re able to share this with our wider international community. Cotton On will continue to embrace international sales days, cultural holidays and key events as part of our global calendar, as they support our vision for the future of the brand.” Originally a US tradition, Black Friday, has become firmly established in Britain and across the globe – an event that sees retailers scrambling to slash prices for their goods sold online and in stores. Cotton On’s announcement coincides with the recent sales record seen in China with Singles’ Day garnering US$14.3 billion in one day of spending. “We see these global events as working both ways, allowing all of our markets to participate in some fun and unique sales activities,” said McGahan. “Our Australian customers have already demonstrated their growing interest in events such as Black Friday and Cyber Monday, and as a brand we are listening.” Social media has been part of the marketing strategy implemented by Cotton On, aimed at fostering awareness of the event and to communicate the various offers and discounts available. “Channels such as Instagram are great, as it gives us the ability to share products we have included in sales events like Black Friday, as well as giving consumers ease of access to the online store direct from their mobile device,” said McGahan. ”It’s a great tool for us to use to create a real buzz.” Want more Inside Retail? Subscribe to Inside Retail Weekly now and get our premium print publication delivered to your door every week.