Black Friday
By Sasha Fedorenko

Black Friday has the highest share of retail searches on mobile, making the shopping event outshine Boxing Day for search popularity.

The rise of mobile has transformed how Black Friday itself peaks. In the ‘old’ days it was a case of bargain hunters sitting in front of their PCs waiting for the turn of midnight and then bargain hunting into the wee small hours. Mobile, however, means that people can shop at more convenient times, such as first thing when they are commuting.

Martijn Bertisen, retail director at Google explains: “The Black Friday period is getting longer and, instead of staying up late to research the best deals, consumers are using their phones more than ever to research deals during morning commute times on Black Friday and at store opening times on Boxing Day.”

He adds: “Mobile continues to be the largest growth driver across the retail business, with the strongest growth in fashion, beauty and home.”

Retailers must adjust their digital marketing strategies to directly target ‘Google generation,’ as the latest figures demonstrate the importance effective omnichannel communication with customers.

Overall, the North of the UK, and Yorkshire in particular, saw the highest share of UK retail searches (26%), with…