幸运飞行艇官方开奖记录查询 Shoppers go wild as Brits debunk Black Friday fatigue

Claims that Black Friday is losing its appeal appear to be wide of the mark, to put it mildly, with new figures showing that Brits spent £1.12bn online this year, up 7.2% on 2023, while store footfall rocketed 40.5% week-on-week as shoppers also descended on the high street en masse.

The Adobe Digital Insights team used Adobe Analytics to analyse hundreds of millions of visits to retail sites from UK consumers on Black Friday, tracking the prices of 100 million products across 18 separate categories.

Click and Collect was used in 9.7% of orders on Black Friday; up from 8% during last year’s event and represents 21.3% growth in use of the service.

In London, meanwhile, total online spending hit £271.8m – up 8.3% year-over-year. London spending increased to 24.3% share of total spending, from 22.5% share in 2023.

Finally, traffic referred to retail sites from generative AI sources has skyrocketed this year – rising tenfold between July and September. On Black Friday, GenAI referrals surged even further, 239% above October levels as consumers increasingly turn to the tool for recommendations and help finding the best prices.

Adobe Digital Insights lead analyst Vivek Pandya said: “With UK online Black Friday spending topping £1bn this year, it’s clear that this remains a hugely important date in the diary, both for retailers looking to boost their sales, and for increasingly price sensitive consumers who are looking to these deep discounting days as a great opportunity to secure a bargain and make their money go further.”

Meanwhile, the lure of discounts also drove UK shoppers in-store, as many sought to snatch deals on early Christmas gifts, according to research from bricks and mortar retail analyst RetailNext.

Its shopper traffic platform, which captures billions of store visits globally every year, showed that UK footfall on Black Friday improved by +40.5% week-on-week, rising to +45% in London compared to the week prior.

Fashion was one of the top performing categories, with visits to clothing stores up 54.1% compared to the week prior, while electrical retailers saw a +33.2% week-on-week jump in shopper traffic, as shoppers hunted for bargains on big ticket items.

RetailNext head of sales EMEA & APAC Gary Whittemore said: “While Black Friday discounting has become longer and more drawn-out, this hasn’t taken the shine off the event when it comes to driving footfall performance, with the lure of bagging a bargain still prompting shoppers to head into store to pick up deals. “

“As well as representing value to shoppers looking for discounts on early Christmas gifts, the event not only helps retailers get ahead on festive trading, whilst also unlocking revenues from excess stock due to unseasonable weather earlier this year.”

“While retailers will welcome the Black Friday boost to footfall, there’s still all to play for during peak trading, with some of the busiest in-store trading days, such as Super Saturday and Boxing Day, still to come. Key to success will be delivering compelling bricks and mortar experiences that can’t be replicated online to ensure that browsers turn to buyers.”