During the early 2010s, American-owned retailers in the United Kingdom, such as Amazon and Asda, jumped on the trend of U.S. style Black Friday promotions. This successful strategy prompted British retailers to follow suit around 2014, with popular names like Argos, John Lewis, and Very all embracing the concept. Ever since, Black Friday has become a significant event in the UK shopping calendar, alongside the more traditional Boxing Day sales.
So, how has Black Friday in the UK developed since making its debut on British soil?
Ten years later, it is reasonable to assume that Black Friday has become ingrained in British culture, and that the majority of the public are quite familiar with this shopping holiday.
In a survey conducted in 2023, with over 1000 respondents and results weighted according to the UK population, 35% of consumers indicated a strong familiarity with Black Friday, while 37% stated they had a good understanding of the shopping holiday.
The rest of the respondents mentioned that they had some knowledge of Black Friday, or had heard of it but had limited understanding. Surprisingly, none of the respondents were unfamiliar with Black Friday, and those with minimal knowledge were more likely to be from an older generation.
According to a study conducted by VoucherCodes, there has been a consistent increase in overall spending during the Black Friday period from 2016 to 2022, with the exception of 2020 due to the COVID-19 pandemic. Projections for 2023 also indicate a rise in total expenditure during this shopping holiday.
Further exploring the data, there has been a notable increase in online spending from 2016 to 2019, pre-pandemic, with figures rising from an expected online expenditure of £2.79 billion to £3.77 billion. These numbers saw significant growth during the pandemic due to various lockdowns. However, post-lockdown figures appear to have stabilised at a healthy level. Additionally, offline shopping habits have shifted since the pandemic, and despite growth in 2023, online is still expected to dominate.
A survey in 2023 revealed that 54% of respondents were planning to shop during the Black Friday period for Christmas presents for their loved ones. Additionally, 30% mentioned shopping for gifts for friends or family, while 27% admitted to treating themselves to a gift. 24% also stated they were finding presents for Birthdays or other gifting occasions,
Away from gifting, 34% of respondents mentioned their plans for spontaneous bargain hunting, while 26% noted they were looking to make essential home purchases.
Just 26% of respondents stated that they were buying something necessary, like food or clothing.
Considering the motivations behind consumers' shopping habits, focusing on the gift-giving aspect of the holiday in your messaging could significantly impact consumer conversion. The majority of shoppers are seeking gifts for loved ones or themselves, so incorporating messaging that encourages treating oneself or loved ones could be highly effective.
With 34% of respondents mentioning 'spontaneous deal-hunting', incorporating elements that tap into the excitement of finding a great deal, or missing out on it (FOMO) through page design or call-to-actions could greatly benefit your brand.
Another survey from the previous year surveyed shoppers on their preferences for Black Friday purchases. A significant number of respondents highlighted electronics as a popular item category. It is common to see shoppers eagerly seeking discounted televisions and kitchen gadgets, indicating that these products remain top priorities during the shopping event.
Additional popular categories include clothing and footwear (44%), toys (35%), health and beauty products (30.2%), and entertainment such as games, films, and music (20.8%).
Less sought-after items, but still contributing to shopping habits, include alcohol (18%), jewellery (18%), confectionery (17%), and books (17%).
For businesses offering a diverse selection of products, customising deals to match shoppers' needs could lead to a boost in sales. However, industries such as the toy market may consider implementing broader discount strategies to capitalise on the heightened interest in their products.
Black Friday 2024 is anticipated to showcase a continuation of several significant trends from the previous year, alongside the introduction of some fresh ones as well.
Mobile shopping is expected to continue its upward trend, emphasising the importance of creating landing pages with a mobile-first approach. Last year's data showed that 54% of online sales were made on mobile devices, with the remaining via desktops. While desktop should not be overlooked, optimising landing pages for mobile is crucial for success.
Research has also indicated that 82% of shoppers in 2023 preferred purchasing clothing in-store to ensure they could properly examine colours, materials, and fit. This is an important consideration for fashion eCommerce brands to keep in mind.
Providing options for Buy Now, Pay Later services like ClearPay or Klarna on your website can greatly influence purchasing behavior. With inflation and the cost of living affecting many, it's likely consumers will be looking to make purchases without an immediate financial impact this year, offering this convenience can increase the likelihood of conversions on the big day.
Research from Adobe shows that Paid Search was the top sales driver of the Black Friday holiday period in 2023, and it is expected to dominate across 2024 too.
Ensuring your Black Friday marketing strategy is effective across Paid Search means you need to ensure it's effective across Organic Search too. Each has unique individual benefits, but the impact of integrating these specialisms into a single cohesive approach can be a game-changer.
We're running a webinar on Mastering Organic and Paid Integration Ahead of Black Friday at the end of September, so if you're looking to understand the impact of integration, reserve your place today!