Shoppers spent £1.49bn online with UK retailers on Black Friday, according to IMRG estimates. That was 7.3% ahead of the same day last year, but didn’t meet IMRG forecasts of +13.2%. Andy Mulcahy, strategy and insight director at IMRG, says this might be down to the decision by more retailers to start their Black Friday campaigns early. It tracks 260 retail websites throughout November and found that by the Monday (November 19) of Black Friday week, 40% of retailers tracked had seen their campaigns go live. A year earlier, 36% had live campaigns at that point in the month.
“These longer campaign durations seem to have been successful in pulling volume forward,” said Mulcahy. He says sales of electricals were 24% up, year-on-year, on Monday and stayed high on Tuesday (+16.5%) and Wednesday (+17%). “On Black Friday itself, sales growth for electricals was just +0.6%, suggesting much of the high-cost purchasing had already been done earlier in the week,” he said. Finally, Black Friday fell well ahead of December’s payday, meaning some people who might have bought may not have had money to spend.
Location, location, location
Most online spending took place online…