Experian-IMRG have now released actual online spend figures of £1.1bn for Black Friday. This is a 36% increase on 2014.
James Miller, senior retail consultant at Experian Marketing Services, said: “Black Friday has once again proven to be a major draw for British consumers, with a record breaking £1.1 billion estimated to have been spent in the 24 hour period. This is a 36% year-on-year increase in spend which clearly shows that this date is likely to continue to be a permanent fixture in the online retail calendar in the UK, despite the lower than expected footfall in bricks and mortar stores.
“Consumers now see online shopping as a leisure activity, with pre-Christmas discount retail events such as Black Friday driven by this. Retailers and delivery networks should prepare for increasing interest in the coming weeks too, with “Cyber Monday” – traditionally when consumers look for more online shopping deals – occurring today with an expected £943 million in saleslikely to occur, up 31% year-on-year.
“Manic Monday – the 7 December – is also coming up fast and has previously been viewed by consumers as their last chance to order goods online and ensure pre-Christmas delivery. This year we are expecting £733m to be spent on this day, up 10% year-on-year. In addition, retailers with bricks and mortar stores should also consider preparing for the post-Christmas sales rush, which Experian has found is more likely to be attractive to consumers who prefer shopping in-store.”
Andy Mulcahy, editor, IMRG, said: “Black Friday appeared to be in a state of transition this year, as many retailers extended their campaigns to run over a week or even longer to ease the pressure on their operations. Nevertheless, it seems there is still a perception that the day itself is the time to get the best deals as it drew record volumes to retail sites – most likely boosted by shoppers who stayed away from the high street in order to avoid a repeat of the scenes from last year. Having so many different ways to browse and shop on retail sites will have played a part as well, with £495m being spent on smartphones and tablets on Black Friday.”