Black Friday has now extended to a six-day eCommerce festival, with Wednesday 22nd – Monday 27th November recorded as the six busiest shopping days of 2017, according to analysis by Ingenico, the global leader in seamless payment.
Sales peaked on Black Friday, where UK consumers spent a huge 515% more online than the average Friday in 2017 and nearly double that of Cyber Monday. In 2016, Cyber Monday transaction value was just 27% lower than Black Friday.
“With retailers competing to launch their discount campaigns first, and consumers rushing to snap up the best deals, ‘Black Friday’ has now extended into a full week-long event,” said Gabriel de Montessus, VP Retail Global Product and Marketing for Ingenico Group. “Cyber Monday was still one of the biggest eCommerce days of the year, but sales fatigue appears to have hit consumers who, this year, expended more energy and budget on earlier discount offers.”
November is now the biggest eCommerce month of the year. Spending nearly doubled from October to November and in 2016, it out ranked December purchases online. eCommerce shoppers now save up for a November splurge, taking advantage of the discounts and ordering in time for the deliveries to arrive before Christmas.
The UK’s Black Friday boom was mirrored across the continent, with EU spending 509% above the average Friday. This was more than three times stronger than the US’ spending surge.
“Black Friday fever gripped the continent once again this year,” said Gabriel de Montessus. “In 2018, retailers have a clear opportunity to expand their festive campaigns across Europe, providing they have the right payments infrastructure in place. Payment preferences vary hugely across the continent, and retailers should ensure they put customers at ease by localising to reflect languages and shopping cultures.