Black Friday still sees shoppers surging into store, says ShopperTrak

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Whilst Black Friday footfall is expected to decline 6.5% year-on-year, the discount event will continue to drive shoppers into stores, with shopper traffic set to rise 20% on the daily average on Black Friday (23 November), according to global retail intelligence specialist, ShopperTrak. 

  Black Friday

(23 Nov)

Saturday

(24 Nov)

Sunday

(25 Nov)

Cyber Monday

(26 Nov)

Footfall vs daily average  

+20%

 

+15%

 

+27%

 

+6%

ShopperTrak’s National Footfall Index also predicts shopper traffic will increase across the Black Friday weekend, with footfall up 15% on Saturday (24 November) and spiking further, up 27% on the daily average, on ‘Surge Sunday’ (25 November).

An estimated £10bn of sales are expected to be spent by Brits on this year’s Black Friday event, demonstrating the ongoing appeal of the event for shoppers and the continued role of physical stores in bagging Black Friday deals.

Steve Richardson, UK and MEA director at ShopperTrak, explains: “Consumers are demanding longer and longer periods of discounting, meaning Black Friday has evolved from a single day of discounts in 2014, to what was dubbed ‘Black Fiveday’ in 2017, to this year’s ‘Blackvember’ – where retailers, such as Amazon, have already started discounting early.”

“Much has been made about Black Friday moving to an online event, however, it’s expected that half of the anticipated Black Friday sales this year will take place in-store. While we see Black Friday footfall falling by 6.5% year-on-year – borne out of retailers extending promotions beyond a single discount day, lessening the urgency to head into store – shopper traffic is up on the daily average across the Black Friday weekend, notably surging on Sunday, up 27% on the daily average.”

“Indeed, some of the increases to footfall on the High Street across the Black Friday weekend are a direct result of online sales, with consumers ordering online and picking up in-store. Last year, for instance, one in three online orders from multichannel retailers on Black Friday used click and collect. We expect this to be mirrored this year, with the likes of Argos championing this offering to drive shoppers in-store as well as giving consumers longer windows to pick up discounted Black Friday orders from its stores.”