Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
You are in: > Home > Themes > Peak

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

… while 74% of UK shoppers will avoid physical stores on Black Friday

Linked InTwitterFacebookeCard
High Street stores could see a poor showing on Black Friday
High Street stores could see a poor showing on Black Friday
Sharelines

Black Friday is now an online affair, with as many as three-quarters of UK shoppers avoiding stores over the peak weekend

Some 74% of UK consumers won’t hit High Street for Black Friday offers, with more than half saying they never shop in-store during the sales event.

 

This is according to a study from Genesys, a global leader in omnichannel customer experienceand contact centre solutions. 30% of UK shoppers cite crowded stores as the biggest reason for avoiding Black Friday events.

 

Of the 74% of UK consumers not shopping in brick and mortar stores this Black Friday, over half (53%) say they “never” go to hunt for bargains. What makes things more challenging for retailers is that 21% of shoppers used to go shopping in-store during Black Friday but have since stopped, suggesting that retailers need to entice shoppers with more than offers to return to physical stores.

 

The Black Friday shopping trend is pointing more towards online with more than a quarter (27%) of UK consumers saying they prefer it because it’s easier. However, where this is seen as more convenient, 85% of UK consumers base their purchasing decisions on how well a retailer deals with customer service issues. The second biggest influence on spending decision for 43% of consumers is value for money.

 

“During this heightened shopping season, consumers not only look for the best possible deals, but increasingly base their purchasing decisions on how well businesses respond to issues, such as making returns and requesting technical support,” says Mark Armstrong, Vice President for UK and Ireland at Genesys. “Therefore, it is important that regardless of the sales channel, whether in-store or online, brands provide positive experiences and have the means to effectively communicate with customers to solve queries or complaints.”

 

The Generational Divide

When it comes to generational differences, Millennial and Baby Boomer shoppers are completely aligned. in fact, 89% of neither generation intends to shop in a physical store this Black Friday. Interestingly, 68% of Generation X shoppers – those aged between 35-54 and sit between Millennials and Baby Boomers say they won’t shop in store either. It’s clear in-store Black Friday events lack appeal for all generations of shoppers.

 

Less than a quarter of Boomers (23%) will shop online for Black Friday deals instead of visiting a physical store compared to 38% of Generation X and 32% of Millennial shoppers. This could be down to Boomers being less internet-savvy than younger generations but these findings could also suggest that physical, online and multichannel retailers could be losing Black Friday revenue by failing to provide customer experiences that cater for older shoppers.

Linked InTwitterFacebookeCard

The InternetRetailing Newsletter

A curated update containing news analysis, reports, podcasts and opinion - completely free and delivered three times weekly

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter