Summer sales outpace Black Friday, EmpathyBroker reveals


The 2018 summer sales have got off to a sizzler, with new data showing a massive increase in those searching online for summer clothes and the latest bargains, surpassing the demand seen on Black Friday.

The data, collected and statistically analysed by EmpathyBroker from one of the world’s largest fashion retailers, shows that on the first day of the 2018 UK online summer sales searches were 64% higher than the first day of Black Friday in 2017.

The results also compare favourably year-on-year; searches in the first 24 hours of the summer sales were 46% higher in 2018 than in 2017, as the trend for shopping for summer clothes continues to heat up. The first hour of the UK summer sales was also 1,363% higher than the same time a week before with 420,000 searches recorded within the first hour alone on one leading retail site.

As the hot weather continues unabated, the new data showed ‘linen’ as the UK’s most popular search term, followed by ‘white dress’ and ‘embroidered’. Linen was also the most searched for item on similar sites in the US, Germany, Japan, Canada and South Korea.

Angel Maldonado, founder of e-commerce search and navigation experts EmpathyBroker, said: “Sales periods are times when consumers often demonstrate unique characteristics and display common attributes such as an increase in site searches. It’s really important to understand the people behind the queries, to create an online search experience that empathises, understands them and can anticipate their needs.

“By providing a more joyful search and navigation customer journey, and by visualising search and browse data in a multi-dimensional way, retailers can turn plain data into ideas, creating better contexts, human understanding and trustworthiness.”

Sales periods can also be some of the busiest shopping days of the year for some retailers, generating high traffic, high buying intent as well as a high emotional sentiment for consumers. They are often also times when consumers are open to engage and interact with the online shop proactively and through a better understanding of customer behaviours stores can enrich user interactions, create longer session durations, improve findability and offer more joyful and meaningful shopping experiences.