The amount that consumers spent on purchases via social media more than doubled year-on-year across the Black Friday sales period. New data from Rithum, a leading global commerce solutions provider, shows a global +152 per cent surge in total sales on Black Friday and +140 per cent on Thanksgiving via social channels.
eCommerce sales in the UK increased by 27 per cent year-over-year as social media and online marketplaces took an increasingly large share of the high-volume shopping week sales mix. In contrast, retail footfall fell by 2 per cent according to MRI, reflecting a continued shift toward online purchasing.
Rithum’s data indicates that shoppers are using social not just for discovery but as a primary checkout destination for everyday essentials and big-ticket purchases, rather than only impulse ‘viral’ buys.
The top-selling categories demonstrate this, as home and garden outperformed traditional social selling stars, health and beauty. The surprising rise of business and industrial and parts and accessories coming in close behind the traditionally top-selling health and beauty sector indicates a shift in consumer interest and buying behaviour.
Top selling categories via social selling:
- Clothing, Shoes & Accessories
- Home & Garden
- Health & Beauty
- Business & Industrial
- Sporting Goods
- Music
- Toys and hobbies
- Parts & Accessories
- Musical instruments and gears
- Books
Lou Keyes, CEO of Rithum: “Social selling was the breakout story of Cyber Week. Creator-led selling pages are increasingly becoming mainstream, building credibility and a sense of familiarity. Through interactive posts, livestreams, and personalised content, creators showcase products in real-world settings, giving shoppers confidence in their purchasing decisions. Combined with convenience, speed, and accessible pricing through integrated discovery tools and seamless checkout, these pages make it easier for shoppers to buy online rather than visit stores in person.”
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