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Sunday 22 October 2017

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‘High expectations’ for Black Friday in the UK

Written by Chris Lemmon
13/10/2017

Eight in 10 UK consumers intend to go shopping online and in-store this Black Friday, compared with just 22 per cent who anticipated getting involved last year.

The study from Periscope found that the top motivating factor for shopping this Black Friday is getting enticing offers not available at other times of the year according to 37 per cent of US shoppers, and 36 per cent in the UK. This was followed by steep discounting which was 36 per cent for the US, and 48 per cent in the UK.

The research also revealed that 36 per cent (US) and 31 per cent (UK) consumers are planning to conduct their Black Friday shopping activities both in-store and online. That’s a big jump from last year, when just 18 per cent and 11 per cent respectively said they would divide shopping activities between digital and physical channels.

Shoppers are also planning to use smartphones more this year. Almost one-third of UK respondents (30 per cent) and over a quarter of US (26 per cent) plan to use them to make Black Friday purchases – up from 16.5 per cent (UK) and 20.5 per cent (US) last year.

The excitement of the physical store experience still retains a strong appeal for many Black Friday bargain hunters – that’s especially true for the 28 per cent of US shoppers who say they only or mostly plan to shop in-store (compared to 17 per cent of UK shoppers) this shopping holiday.

Brian Elliott, managing partner of Periscope by McKinsey, said: “Consumer appetite for Black Friday in the US and UK has surged this year, with more planning to shop, in more categories, with more disposable budget. There is a clear opportunity for those retailers that understand how their customers shop in an omnichannel setting and therefore focus on creating shopping experiences that tie their online and physical channels together.

“We know from the research that consumers have a shopping list and are researching online already now, that means they are giving you clues about what they want. Retailers that can use that information to create personalized promotions and offers, stand a much higher chance of securing sales, and making Black Friday 2017 their biggest ever.”



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