The overwhelming shift towards online shopping on Black Friday shows how the Sales bonanza still has the capacity to surprise.
The reports of eerily quiet scenes in UK shopping centres and high streets as this year’s Black Friday unfolded form a stark contrast with the images of shoppers fighting over flat-screen TVs that came to signify the retail bonanza last year.
Experts had predicted that footfall could jump by as much as 12% this year, with estimates boosted by the rocketing awareness of the day among consumers.
That it actually fell 9.6% across the whole weekend is testament to how Black Friday continues to surprise.
And, many of the questions that have hung over Black Friday since last year remain unanswered.
Opinions split
An array of dizzying sales numbers have been trotted out by a number of retailers, but the true extent to which sales are pulled forward rather than driving incremental growth remains unclear.
Meanwhile, those that continue to warn of the role the Sale is playing in a relentless promotional environment will have seen little to ease their concerns.
This US retail import remains one of the most divisive issues in the industry.
Even before the day, a host of retailers said they were stepping away from the shopping bonanza, prompting hope from those that would like to see the back of Black Friday. But early data from the weekend points to the folly of that line of thinking.
Shoppers spent £3.3bn online over the four-day Black Friday weekend, according to latest figures from IMRG and Experian.
No matter the negative impact, it will be an almighty wrench to turn away from those sorts of numbers.
Unpredictable shift
Meanwhile, the way Black Friday has crept into the vernacular of other sectors, as diverse as travel and telecoms, is evidence of how far its tentacles are now spread into the consciousness of the British consumer.
Yet despite these ongoing concerns, this was a Black Friday campaign fought on better terms for UK retail.
“This was a Black Friday campaign fought on better terms for UK retail”
Chris Brook-Carter
Promotions were spread out across the week, reducing the kinds of pressures that plagued infrastructures last year.
And there is evidence to suggest the discounting was less severe than last year.
Once more, retail chiefs will scan the landscape to assess the winners and losers and draw lessons for next year. And while the poor weather will have played a part, the shift to online was incontrovertible.
The big winners were those that got their online offer right as shoppers leapt on to their digital devices.
Will retailers look to proactively drive shoppers online and away from stores next year as a result of what we saw last week?
Perhaps. But it would be brave to try to second guess how this extraordinary event will continue to morph.
And those that offer quality service across the broadest of touchpoints will continue to be best placed to deal with the unpredictability that has become Black Friday’s defining feature.
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