Sitecore - Black Friday back on calendar as key shopping event this year

British retailers can expect a busier Black Friday than last year, according to research from Sitecore.

The company polled 2,156 UK consumers in August.

It found that 48% are planning to take part this year. In comparison, 38% said they shopped on Black Friday last year.

82% are looking for early discounts and deals as a top priority when considering purchases from online brands this Christmas.

When looking for a bargain, 46% will sign up for a brand’s newsletter or text messages to only hit the unsubscribe button once they’ve used the discount. Thus, marketers must re-think their content strategies and develop content that is both personal and relevant to customers, Sitecore says.

“Black Friday is back on the calendar as a key shopping event this year, as consumers look for ways to afford Christmas’” says Paige O’Neill, Chief Marketing Officer at Sitecore.

“Compared to last year, consumer priorities have shifted and while discounts and deals will be very important, brands must also provide personalised content and experiences in order to secure customer spend.”

“With the majority of shopping done online this Black Friday, it’s vital retailers ensure they have the right technology in place to excite consumers with tailored content on the platform of their choice. This will help them win loyal customers and increase future sales.”

71% of those shopping on Black Friday this year think the event offers good deals and prices for gifts.

This is significantly more compared to last year when only 60% thought the same. The majority of bargain hunting (73%) will be done online.