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Black Friday to dominate this year’s online sales in the UK

Black Friday to dominate this year’s online sales in the UK

Friday 27th November set to be the highest sales peak in online shopping in 2015

November 17, 2015: Criteo, the performance marketing technology company, today released original data, detailing shopping trends around the rise of Black Friday and the period leading up to Cyber Monday in the UK. Based on the findings from 126 retailers and 11.4 million online transactions in the UK during the same period in 2014, Criteo expects Black Friday to be the highest sales peak for online sales in the UK.

Sales Rocketed

According to the Criteo research, sales online on Black Friday last year rocketed by 159%, with shoppers bagging bargains across all retail sectors. Sporting goods, including golf clubs and bicycles, experienced the highest jump in sales, increasing by 209 per cent. Sales over the weekend following Black Friday saw a dip, before increasing again on Cyber Monday, which experienced a 97% rise in sales in comparison to its pre-peak level.

According to the e-retail industry association IMRG, UK consumers spent around £810 million on Black Friday alone in 2014, far outperforming Cyber Monday sales, which achieved only £650 million. With Black Friday clearly the leader in the UK, early estimates from IMRG have projected total sales across all retail sectors will reach £1 billion.

Shop at work

Sales from desktops were strongest, representing 57 per cent of all purchases on Black Friday, suggesting that many British consumers were shopping from their desk to ensure they did not miss a bargain.  Not surprisingly then, mobile sales over the weekend after Black Friday increased from 43 per cent on Black Friday to 48 per cent on the Saturday and 49 per cent on the Sunday, decreasing to 41 per cent, as shoppers returned to the office on Cyber Monday.

“Bounceback Tuesday” Sees Strong Online Sales

Online shopping peaks are spreading further into the week, with sales remaining steady on the Tuesday after Black Friday and Cyber Monday—defined by Criteo as “Bounceback Tuesday.”

 

  • In 2014, sales across all key retail categories were 28 percent above their pre-season baseline on Bounceback Tuesday.
  • Specific retail sectors, such as sporting goods, experienced 180 percent increase in sales above the baseline on Bounceback Tuesday, which were even higher than on Black Friday, despite the rise of online sales on that date.
  • The toys and gadgets (+26%) and computers and technology (+43%) retail sectors also saw a sales lift on Bounceback Tuesday.

“What originated as an US in-store shopping phenomenon has become an online shopping frenzy here in the UK.  Last year the popularity of Black Friday took some retailers by surprise but this year they are prepared, realising that many consumers will start their Christmas shopping by making the most of the deals on offer online,” said Jon Buss, Managing Director of UK and Northern Europe. “In order to maximise the impact of Black Friday, retailers need to engage with consumers through personalised and relevant online advertising, reaching them on the device of their choice. Mobile shopping, in particular, is expected to be very strong this year as consumers’ confidence in buying on smart phones or mobile devices continues to grow.”


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