Some pundits suggest that Black Friday 2022 may be disappointing for retailers. But eCommerce integration provider Patchworks suggests that consumers expect to see deals available and those who are prepared could gain not only sales but market share and – most importantly – data.
Patchworks’ prediction for sales is based on the results of 2021 orders processed through its integration platform – Patchworks’ customers saw Black Friday orders skyrocket 43 per cent on the monthly average during 2021. This is evidence that consumers still buy across all categories during November.
2021 was the UK’s biggest ever Black Friday for retailers, with Nationwide confirming customers’ purchases were up 26 per cent on 2020 and 24 per cent up on 2019. The number of Barclaycard customer payments increased 23 per cent on 2020’s figures.
Patchworks examined all customer order data across 2020 and 2021. The analysis revealed that while the total customer average monthly orders reach around the 3.6 million mark, orders in November 2021 – the month dedicated to Black Friday – skyrocketed to 5,158,422. This equates to an overall order increase of 43 per cent on all orders. All of this activity means more traffic to websites, more customers searching and more footfall into bricks and mortar stores.
Patchworks’ Chief Revenue Officer, Eduardo Silva, advises brands, “Don’t think Black Friday is all over and believe the hype – retailers who truly embrace peak periods generate an average 43 per cent increase in sales in November against the monthly average – one of our top performing brands, Muscle Nation, experienced an increase of 194 per cent.”
“Despite the cost of living crisis, 2022 might even be a bigger peak trading period than normal, as consumers look to save big on deals and ‘bag a bargain’. Retailers should also be prepared to take full advantage of technology to embrace the increased traffic, this year capturing it could mean the difference between bleak or brilliant peak trading period.”
Aynsley Peet, eCommerce Director at Cox & Cox, said, “November is our busiest time of year and we’re expecting the same this year. To deliver exceptional customer experiences that customers expect, it’s vital that our warehouse and storefronts talk to each other, and that products aren’t oversold or mis- picked.”
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