The popularity of Black Friday keeps rising in the UK. According to the British Retail Consortium, Black Friday searches overtook Boxing Day for both 2017 and 2018. However, Bloomreach statistics suggest that 2019 will be the year of the ‘mobile Black Friday’, as consumers look to bag deals on the move in their largest numbers ever.
Based on 2018 data, Bloomreach predicts over 50 per cent of eCommerce sales will come from mobile devices. 2018 saw UK mobile traffic spike by over 1 million searches on the week of Black Friday, with desktop only seeing an increase of just over 100,000. In terms of revenue, the UK saw an overall increase in spend of over £12 million in the week of Black Friday, with mobile sales responsible for 50 per cent of all transactions. Purchases made from desktop and tablet devices made up the rest.
The morning commute proved the most popular time to browse and buy on mobile, with over £60,000 worth of transactions happening between 7 and 10am on Black Friday itself. British commuters opted for sleepwear, socks, sweaters and leggings as their favourite end of year bargains.
Commenting on the findings, Michael Schirrmacher, UK MD at Bloomreach, said: “The Black Friday hype looks set to pick up even more momentum this year, with many consumers looking to do their Christmas shopping during the November sales period. Black Friday is one of the biggest retailing events of the year. But in the increasingly competitive world of eCommerce, it’s not only the bargains that will get sales over the line – it’s the seamless experience and service customers receive throughout the entire sales process. Retailers need to be as smart and agile as the people they’re selling to.”
“With record online sales last year and an ever-growing shift to mobile commerce, it’s important for companies to ensure they’re offering a sophisticated, yet easy, customer experience that spans all channels and platforms. If retailers don’t have the personal touch that many of their competitors will have, they’ll likely be left in the wake of larger eCommerce players who have historically dominated the Black Friday period.”
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