Black Friday – get ready for a peak-y blinder!
Black Friday predictions, commentary and updates from global ecommerce consultancy Wunderman Thompson Commerce.
London, Friday 17th November 2017: It’s only one week to go until Black Friday, with the most anticipated sales day of the year expected to contribute towards £20 billion spent online in November, according to ecommerce consultancy Wunderman Thompson Commerce.
As retailers already start to put on their Black Friday deals – with the likes of Argos, Currys and Halfords already putting up their bargains early ahead of schedule – they should have completed their final checklists for the biggest shopping event of 2017.
November is also expected to be the first £10 billion mobile month, based on the company’s own data from last year and IMRG showing 51% of online orders were made through mobile on Black Friday.
Ahead of the sales bonanza, Wunderman Thompson Commerce's own data shows that cart abandonment since 1st November – 14th November 2017 has increased by 4%. This increase in ‘Basket Bandits’ shows an increasing trend in consumers adding to their baskets but waiting instead for the Black Friday sales to purchase. In this vein, conversion rate has also dropped since the 1st November signalling that a higher % of sessions are not placing orders.
Wunderman Thompson Commerce, who correctly predicted the first £1 billion online Black Friday in 2015, believes Black Friday could soon become a month-long phenomenon that will overtake December as the biggest shopping month of the year, as retailers compete for a slice of the new ‘peak’ trading season.
James Webster, Head of Managed Services at Wunderman Thompson Commerce, said: “Retailers should by now have put in place the proper planning, due diligence and system testing on their websites to cope with the Black Friday rush. The bargains are no longer confined to just one day though, or even one week necessarily. As companies such as Amazon stretch their deals further back to a fortnight, retailers should be preparing early to create an ongoing experience and grow that invaluable customer base and loyalty, pipping their competitors to the post.”
For more information from Wunderman Thompson Commerce on Black Friday and peak trading, please see their Black Friday 2017 Ecommerce Operations Playbook.