Black Friday tipped to contribute £20bn spent online in November, reports Salmon


It’s only one week to go until Black Friday, with the most anticipated sales day of the year expected to contribute towards £20bn spent online in November, according to e-commerce consultancy Salmon.

As retailers already start to put on their Black Friday deals – with the likes of Argos, Currys and Halfords already putting up their bargains early ahead of schedule – they should have completed their final checklists for the biggest shopping event of 2017.

November is also expected to be the first £10 billion mobile month, based on the company’s own data from last year and IMRG showing 51% of online orders were made through mobile on Black Friday.

Ahead of the sales bonanza, Salmon’s own data shows that cart abandonment since 1st November – 14th November 2017 has increased by 4%. This increase in ‘Basket Bandits’ shows an increasing trend in consumers adding to their baskets but waiting instead for the Black Friday sales to purchase. In this vein, conversion rate has also dropped since the 1st November signalling that a higher % of sessions are not placing orders.

Salmon, who correctly predicted the first £1 billion online Black Friday in 2015, believes Black Friday could soon become a month-long phenomenon that will overtake December as the biggest shopping month of the year, as retailers compete for a slice of the new ‘peak’ trading season.

James Webster, head of managed services at Salmon, said: “Retailers should by now have put in place the proper planning, due diligence and system testing on their websites to cope with the Black Friday rush. The bargains are no longer confined to just one day though, or even one week necessarily. As companies such as Amazon stretch their deals further back to a fortnight, retailers should be preparing early to create an ongoing experience and grow that invaluable customer base and loyalty, pipping their competitors to the post.”