What you need to know
Black Friday has continued to grow, with spending around the event estimated to have risen by around 13% in 2017, it is now a firmly established event in the UK retail calendar. In 2017, more retailers opted to take part, including some such as Next which had strongly objected to the event in the past, and it was spread over a longer period in an attempt to maximise sales and reduce the burden on logistical capabilities.
There was also a broader range of promotional strategies in action as retailers sought new ways to stand out from the pack. The consequence of this was that more people than ever before were exposed to the promotions, with 59% of the population interacting with the event in some way.
But there are increasing signs of promotion fatigue setting in, with many Black Friday shoppers finding themselves disappointed by the offers available, while many consumers feel they have lost trust in retailers’ ability to be fair and honest with their pricing.
Products covered in this Report
This Report examines consumer attitudes towards Black Friday, which took place on 24th November in 2017. This also includes purchases made during the wider period that is often still marketed as being ‘Black Friday’. This differs by retailer, but can now be spread throughout November.
This Report looks in more detail at the following topics:
How Black Friday is impacting spending during the final quarter
How big Black Friday is
Which retailer strategies are being employed to capitalise on Black Friday
Who shopped and browsed during the Black Friday promotions, and how they did it
What they bought and how much they spent
Which retailers they used
What stops people making a purchase in the Black Friday promotions
The relationship between Black Friday and Christmas.
How they decide what to buy
Attitudes towards Black Friday.
