Black Friday has grown to become the unofficial start day for the winter and festive promotions on both sides of the Atlantic, but are retailers and ecommerce brands adopting the right strategies to be successful during this key trading period?

As retailers face growing pressures on profit margins from aggressive discounting against a backdrop of falling consumer confidence, the pressure to get your Black Friday marketing strategy right has never been greater.

Click here to access all our Black Friday advice and insight

Sarah Barker, Head of Biddable Media at Stickyeyes, joins In Conversation to discuss how retail brands should be preparing their ecommerce strategy for the key winter trading period, ensuring that they can generate sales without increasing costs in this highly competitive market.

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