Editing Black Friday (shopping) (section)

=== High traffic challenges for retailers ===

Some online stores invest a lot of money in promotional campaigns to generate more sales and drive traffic to their stores. However, they often forget about the high loads their sites are going to experience. According to Retail Gazette, "A number of major retailers' websites went down as they failed to cope with the surge in Black Friday traffic in 2017{{nbsp}}... This just highlights that some retailers have not taken the necessary steps to prepare for Black Friday. Failing to prepare for peak can cause poor performance, site downtime, and ultimately lost revenue for retailers".<ref name="A number of major retailers' websites went down as they failed to cope with the surge in Black Friday traffic in 2017{{nbsp}}... This just highlights that some retailers have not taken the necessary steps to prepare for Black Friday. Failing to prepare for peak can cause poor performance, site downtime, and ultimately lost revenue for retailers">{{cite news |url=https://www.retailgazette.co.uk/blog/2017/11/major-retailers-sites-black-friday-rush-hits/ |title=Major retailers' sites down as Black Friday traffic hits|accessdate=2018-10-17 |date=2017-11-24|publisher=Retailgazette.co.uk}}</ref> Such carelessness results in huge reputational damage. Moreover, The 2017 Veeam Availability Report shows that "Unplanned downtime costs organisations around the world an average of R270m annually, up from the R210m of the previous year".<ref name="Unplanned downtime costs organisations around the world an average of R270m annually, up from the R210m of the previous year">{{cite news |url=https://www.fin24.com/Tech/News/blackfriday-website-crashes-could-cause-massive-damage-to-online-firms-20171123/ |title=#BlackFriday website crashes could cause massive damage to online firms|accessdate=2018-10-17 |date=2017-11-23|publisher=Fin24.com}}</ref>