Mobile ‘to dominate’ Black Fiveday sales

This year’s Black Fiveday will be the tipping point for mobile sales in the UK, predicts e-commerce consultancy firm Salmon.

Salmon has analysed industry trends in the past year and projects that mobile will dominate online activity on the days around Black Friday – known as Black Fiveday – overtaking desktop, with a total of £2.55 billion purchases expected to be made via mobile.

The e-commerce firm has warned retailers that they must have a strong mobile offering to manage the peak period over the expected five days from Thursday 24 to Monday 28 November, and should be in the final stages of testing and preparing their sites.

John Beechen, head of managed services at Salmon, commented: “Black Friday is no longer about one single day, or week. Now it is an opportunity to create an ongoing experience that can help grow a retailer’s customer base and loyalty.”

Rupal Karia, managing director of retail and hospitality at Fujitsu UK, added: “Mobile is an increasingly prominent factor in a customer’s purchasing journey, and retailers must ensure that they are providing a fully multichannel offering so that come Black Friday, and the days surrounding it, customers can shop via which ever channel they wish.”

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