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BizReport : Ecommerce archives : November 17, 2015


UK: Despite crushes and crowds 18% will spend more on Black Friday 2015

Slow-loading and crashing websites, and in-store crushes in crowds, have not dampened the appetite for Black Friday in the UK, according to new research from retail and shopper marketing agency, Savvy.

by Helen Leggatt

According to Savvy's latest research, 18% of shoppers in the UK plan to do more Christmas shopping on Black Friday than they did last year. The big sales event is now widely known about in the UK, with 94% being fully aware of it.

Overall, 41% of the 1,000 UK shoppers surveyed by Savvy said they plan to get involved in Black Friday this year, with women doing so slightly more than men (43% vs 38%). Millennials are the age group most planning to get involved (58%) as are parents (53% of parents compared with 35% of non-parents).

"Black Friday is now an established and major trading event for UK retailers with awareness exceeding critical mass," says Catherine Shuttleworth, CEO at Savvy. "Even with stores such as Asda taking a step back from the event, many retailers fully recognize that shopper interest has grown. As a result we're expecting to see more happening online this year rather than in-store."

When it comes to the types of products that Black Friday shoppers are seeking, electricals tops the list (65%) followed by clothing and footwear (61%), books/music/videos (48%), toys (46%), homeware (41%) and video games (31%).

However, Shuttleworth warns that, while shoppers may be feeling a little more confident this Christmas than last, "most households still have a fixed amount to spend at Christmas and whether they spend that on Black Friday or any other day in the run up to Christmas day, it doesn't change. The smartest retailers want as much of that budget as possible and for shoppers to spend it wisely with them".






Image via Shutterstock

Tags: Black Friday, Christmas, ecommerce, shopping








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