Black Friday looks set to stay in the UK
After Asda formally announced that they would not be participating in Black Friday 2015, many predicted that the chaos that ensued in the same period in 2014 would be gone for good. Where Asda brought Black Friday to the UK from the US, it seemed likely that other retailers would follow suit and boycott the now annual sales event.
However, the data released today by the British Retail Consortium and IMRG shows that Black Friday grew in popularity versus 2014, especially online. 22.4% of non food items bought online in November were done so online. This is versus 20.3% in 2014. In fact, £1 in every £4 spent online was on non food items, the highest recorded figure to date.
The chaos of 2014 was diverted
Where 2014 saw all forecasts for sales and parcel volumes far surpassed in reality, 2015 seemed to be more predictable. Many retailers began offering savings in the week leading up to Black Friday itself, in doing so they minimised the risk of hitting capacity with their customer service, eCommerce fulfilment operation or carrier collections as was the case with some brands and carriers last year. Retailers and carriers were able to better forecast volumes this year, and many communicated their delivery propositions more clearly to customers, in some cases removing next day delivery options and stating up to 7 day delivery time scales.
What does this mean for 2016?
With the growth we’ve seen in 2015, it’s clear that despite the fact that brands, retailers, and carriers all see Black Friday as a headache rather than a perk, the 4 day sales weekend certainly looks set to stay in the UK. With China’s Singles Day dwarfing the sales the UK and the US saw over Black Friday, could that bee another date in the UK retail and eCommerce calendar?
Author : Stuart Anderson
As Marketing Manager at Spark Response Stuart drives all internal and external communications. Stuart works closely with operational managers to transfer their years of knowledge into valuable whitepapers and blog posts.
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