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Published
Nov 16, 2016
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UK's Black Friday evolves as majority of sales move online

Published
Nov 16, 2016

Online spending on and around Black Friday will hit an estimated £6.77bn in the UK this year, according to e-tailer body IMRG and SimilarWeb. And around 51% of that spend will be via mobile devices as m-commerce continues to grow fast.

Black Friday has become a mainly-online event in Britain


IMRG said the increase is being driven by Black Friday’s migration to a mainly-online shopping event as consumers lose interest in shopping in overcrowded stores. Last year a number of physical stores were taken by surprise as sales fell short of expectations after they had been very strong in 2014.

IMRG also said the Black Friday period is evolving and this year has grown from a five-day to a seven-day event covering the November 21 to 28 week. But despite retailers focusing on week-long bargains, IMRG believes as much as £1.27bn will be spent on the day itself, up 16% year-on-year. And around £3.45bn of the total spend will go through smartphones and tablets.

Justin Opie, managing director at IMRG, said Black Friday has been slightly different every year in the Uk and continues to evolve, which has led some retailers to launch their campaigns early this year. But it’s unclear how shoppers will actually respond  and whether they’ll shop early or wait for Black Friday itself.

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