Black Friday 2018 fails to meet lofty expectations, IMRG
£1.49 billion was spent with UK online retailers on Black Friday, up 7.3% on the same day last year, according to the IMRG.
This was, however, substantially below its original forecast of +13.2%. “IMRG monitors 260 retail websites throughout November. On the Monday leading into Black Friday week in 2017, 36% of retailers tracked had their campaigns live – this year it was 40%, including some very big names who did not go as early last year. These longer campaign durations seem to have been successful in pulling volume forward,” says Andy Mulcahy, Strategy and Insight Director, IMRG.
Another reason relates to the category of product being sold. On Monday sales for electricals, which carries many high-cost products, were up 24%, 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.
Also, Black Friday took place on 23rd November this year, the earliest it can fall, which means there is still a Friday left in the month. “For those who get paid in the last week of the month, Black Friday may have been unfortunately timed. It could mean that Cyber Monday and indeed the full week following it (which some retailers continue to market as ‘Cyber Week’) could feature significant sales activity from that group of shoppers,” says Mulcahy.