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

Shoppers spent £1.23bn online in the UK's Black Friday – and £6.45bn over the Cyber Weekend: IMRG

Linked InTwitterFacebookeCard
Shoppers spent £1.23bn online in the UK's Black Friday – and £6.45bn over the Cyber Weekend: IMRG
Shoppers spent £1.23bn online in the UK's Black Friday – and £6.45bn over the Cyber Weekend: IMRG
UK shoppers spent an estimated £1.23bn online on Black Friday, according to figures from IMRG and SimilarWeb. That's 12.2% higher than the same day in 2015, but lower than the 16% that the two organisations previously predicted. It's part of £6.45bn that IMRG and SimilarWeb suggest was spent over an extended Black Friday period that ran from Monday November 21 to Monday November 28. That's 4.8% below the £6.77bn that was forecast. IMRG now suggests that £7bn could change hands in Black Friday week 2017.

According to the IMRG analysis, although the number of visitors to online retail sites on Black Friday continued to grow this year, sales revenue was held back by a lower-than-expected increase in the percentage of those visitors converting to buyers.

By contrast, each of the four days leading up to Black Friday (Monday 21 – Thursday 24 November) experienced strong sales growth of between 23.4% and 33.7% on last year, with shoppers converting at a higher rate than on Black Friday.

Justin Opie, managing director at IMRG , said: “Over the past few years Black Friday has consistently demonstrated a remarkable capacity for shifting in terms of size and scale. In 2014 the volume of orders exceeded forecast by over 30%, in 2015 we had empty shops and this year it seems to have become a genuinely extended period of heightened sales activity – taking place over a week (and more in some cases), which is not entirely dissimilar to the way that Xmas peak used to be online before Black Friday disrupted the established pattern in 2014.”

The IMRG and SimilarWeb analysis found that retailers launched their campaigns across the week. The number of top 100 retailers – as defined through the IMRG comScore Retailer Ranking – offering Black Friday campaigns were as follows:

Monday 21 Nov: 26 (15 launched that day), 25 offering non-Black Friday sale

Tuesday 22 Nov: 29 (3 launched that day), 27 offering non-Black Friday sale

Wednesday 23 Nov: 37 (8 launched that day), 24 offering non-Black Friday sale

Thursday 24 Nov: 44 (7 launched that day), 20 offering non-Black Friday sale

Friday 25 Nov: 66 (22 launched that day), 10 offering non-Black Friday sale

Nitzan Tamari, VP marketing at SimilarWeb : “In terms of traffic on both desktop and mobile to the shopping category in the UK, we are seeing a jump of 52% on black Friday and 81% for the four days leading up to Black Friday compared to 2015. While the overall growth in traffic is consistent with the general year over year growth in the category, it’s interesting that when you compare the traffic on the actual day versus the day before, you see a smaller jump this year. This indicates that retailers are creating enticing offerings earlier and consumers are feeling less pressure to buy on just one day.”
Linked InTwitterFacebookeCard

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