Black Friday weekend saw online retail revenues boosted by almost +15% year-on-year as shoppers headed online to bag bargains, with eCommerce revenues on Black Friday itself doubling compared to the week before, according to the latest data from Wunderkind, the performance marketing solution that scales one-to-one messages for retailers.
Original data from Wunderkind’s Marketing Pulse, which analysed over 77.6million shopper journeys, showed that on Black Friday (24 Nov 2023) web traffic to UK retailers’ ecommerce sites rose +34% week-on-week, prompting web revenues to double, rising +100.78%, compared to the Friday prior. With cost-of-living pressures prompting increased price and promotions sensitivity among shoppers, online sales also experienced a +11.52% uptick compared to Black Friday in 2022, while digital revenues across the Black Friday weekend (24 – 26 Nov inclusive) were up +14.96% year-on-year.
Nationwide said its customers made 9.92million transactions on Black Friday – equating to more than 114 transactions every second – while more than four times as many shoppers planned to do most of their Christmas shopping over Black Friday weekend this year compared to 2022, according to a McKinsey & Company study. Meanwhile, on the high street, Sensormatic’s data showed footfall rose 52.4% week-on-week on Black Friday as shoppers headed in-store seeking discounts, with store visits in retail parks over the Black Friday-Cyber Monday weekend (24 – 27 Nov 2023 inclusive) up +1.8% year-on-year.
Wulfric Light-Wilkinson, GM International at Wunderkind, commented: “Price was always going to be a watchword for shoppers as we entered peak trading 2023. Cost-of-living pressures continue to weigh heavily on households – and with consumers making every effort to make their spend stretch further, we anticipated that Black Friday demand would see an even more pronounced boom this year, as more customers seek out deals and bargains online.”
“While the event will have delivered a welcome boost to online retailers, it’s really only the start of the journey in shoring up peak trading performance,” Light-Wilkinson continued. “The real challenge (and opportunity) now for retailers will be keeping and retaining those shoppers beyond Black Friday, and locking in engagement to ensure these bargain hunters become repeat customers who will buy at full price in the future.”
With email topping UK shoppers preferred channels for shopping for deals – 62% said email was their primary source for searching for bargains, according to original research of 1,000 shoppers in Wunderkind’s Consumer Spending During Economic Uncertainty report – email revenues on Black Friday also saw a marked spike, rising 50.4% week-on-week.