The latest Adobe Digital Insights (ADI) study has revealed that Black Friday is now the UK’s biggest online shopping day of the Christmas season. Online revenues around Black Friday alone are expected to hit £901 million ($1.1 billion*) this year, driven by aggressive sales promotions and its proximity to most peoples’ final pay day before Christmas. Consumer activity around both Black Friday and Cyber Monday shows no sign of abating, with spending growth on these two days outpacing annual average growth in the UK by 50 percent. Both are relatively recent imports from the US holiday calendar.
Black Friday has reshaped the pattern of holiday spending in the UK, with online sales tending to peak before the start of December and then leveling out through to Boxing Day. This is in contrast to countries like France or Germany, where holiday shopping is spread more evenly throughout December, particularly on weekends in the run-up to Christmas. To help guide you through all this data we’ve summaried the key points in the infographic below:
Read more on CMO.com: ADI: Black Friday Tops The List For European Holiday Sales