Shoppers gear up for an omnichannel Black Friday

More than 70% of consumers in the UK, US, Germany and Canada are aware of Black Friday and plan to take part in 2018. And they are set to shop across multiple channels, according to Periscope By McKinsey research.

The company surveyed 507 consumers in Canada, 505 in Germany, 509 in the United Kingdom and 1,001 in the United States. In the UK, just 19% of respondents had participated in Black Friday back in 2015 – compared to 54% in 2017. It was a similar story in Germany, with 9% getting involved in 2015, jumping to 43% last year.

“Black Friday has become an established feature of the retail calendar on both sides of the Atlantic – one that has dramatically changed the way people shop in the run-up to Christmas. In return, consumers have changed the core DNA of the event from a traditional, in-store base to a global and digital one,” says Brian Elliott, Founder, Senior Advisor & Head of Innovation of Periscope By McKinsey.

“This year, consumers are clearly eager, ready and willing to participate and shop this Black Friday via multiple channels. Retailers and brands looking to extract maximum value from this ‘golden’ opportunity should ensure they start early to stimulate the wants and needs of their customers and activate their data with advanced analytics systems for targeted and personal campaigns the closer the event comes to attract high numbers of shoppers – and secure big basket orders.”