Macy's is refashioning what the Black Friday sales bonanza events will look like in a pandemic after suffering a staggering $3.58 billion loss for its coronavirus-hit first quarter.
CEO Jeff Gennette told analysts Wednesday that the department store will be pivoting its Black Friday business more toward online sales and will likely be going 'full force' with holiday marketing right after Halloween.
It also will be staggering events to reduce customer traffic in the stores, and curbside pickup is going to be a 'big secret weapon' – a service it didn't offer during the holiday 2019 season.
'We have a very strong game plan about how we're going to keep this trend of digital going,' Gennette said during a conference call.
'But when you think about Black Friday, if you think about the 10 days before Christmas, what does that mean in terms of traffic if people are nervous about gathering with crowds? Everything is on the …