Black Friday results in huge online sales increase

THE spending frenzy around Black Friday has resulted in the largest month-on-month online sales increase in 14 years, figures show.

Online sales were up 37 per cent month-on-month and 20 per cent year-on-year in November. Picture: Ian Georgeson

Online sales were up 37 per cent month-on-month and 20 per cent year-on-year in November as consumers spent an estimated £12.1 billion, according to the IMRG Capgemini e-Retail Sales Index.

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The record-breaking spike can in part be attributed to Black Friday, with sales up 44 per cent in the week beginning November 23 alone, the index shows.

The best performing sectors in November were gifts, up 154 per cent month-on-month, health and beauty, up 99 per cent, and electricals, up 71 per cent month-on-month and 22 per cent year-on-year.

The figures also represented the strongest increase for these sectors between October and November in the history of the index.

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IMRG chief information officer Tina Spooner said: “The unprecedented level of traffic to retail websites over Black Friday weekend resulted in a significant spike in online sales during the last week of November.

“In fact, sales on Black Friday alone surged 135 per cent year-on-year as consumers flocked to retail websites on what turned out to be the busiest online shopping day of the year to date.

“Many retailers reported that Black Friday was their biggest ever day for online sales, however some reported a slowdown in sales in the days leading up to Black Friday as consumers waited for discounts and promotions before starting their Christmas shopping.

“Consequently, last month we saw the steepest ever October to November growth in the 14-year history of the index, with sales up 37 per cent month-on-month.

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“Although average spend per shopper was down about 9 per cent from the previous month, overall estimated spend reached a staggering £12.1 billion in November and it looks like we are on target for another record-breaking Christmas with estimated spend set to break the £100 billion barrier by the end of this year.”

Capgemini head of retail consulting, Adgild Hop, said: “The mania around Black Friday has clearly driven profound sales results in November, in particular in typical Christmas gift categories such as gifts, beauty and electronics.

“In light of the fulfilment challenges that the industry has suffered post-Black Friday, we will also be eagerly holding our breath as to whether retailers can indeed fulfil the increased home delivery and click and collect volumes for Christmas.

“Few things would be more damaging to loyalty than broken promises at this time of year.”

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