UK shoppers do Christmas on Black Friday, Bloomreach research reveals

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With the dust beginning to settle on another record-breaking Black Friday, Bloomreach data suggests that consumers were eager to get their Christmas presents early this year. Based on this year’s data, Bloomreach saw UK shoppers seek to wrap up this winter, with slippers, pyjamas, and sleeping gowns listed as the top sellers across the nation.

The most popular shopping times in the UK were also revealed, with 28% of shoppers hunting for bargains during their mid-morning work hours and 34% in the evening and night. In terms of channel, the UK market was dominated by mobile searches, accounting for two-thirds (66%) of traffic on the day, with desktop responsible for 27% and tablets making up the rest.

Commenting on the findings, Michael Schirrmacher, UK MD at Bloomreach, said: “While Black Friday is traditionally a US retail holiday, the event is well and truly a big thing in the UK consumers’ calendar, with many securing their stocking fillers during the retail period.  In the increasingly competitive world of ecommerce, it’s not only the bargains that got sales over the line – it’s the seamless experience and service customers received throughout the entire sales process. The retailers who came out on top this year were the ones who were as smart and as agile as the people they sold to.”

“The record levels of traffic and more evidence of a massive shift to mobile commerce we’ve seen this year are a wakeup call for retailers: shoppers want both speed and ease of use. If mobile is not an integral part of your strategy,  you’re handing over both Black Friday and Christmas to the larger ecommerce players who have historically dominated the period.”