Black Friday is now firmly fixed as the prime time for online shopping in the UK and US.
Fresh Relevance, the marketing hub for online retailers, has reported research indicating that this is probably the last year when marketers need to bother with Cyber Monday (28th November), as both retailers and shoppers focus on Black Friday promotions.
The Black Friday effect started on the previous Sunday (20th November 2016) and built through Black Friday Week, as many brands jumped the gun and released offers early.
Online traffic on Black Friday 2016 was very similar to last year, at about 224% of normal levels with volumes remaining somewhat raised afterwards. Fresh Relevance is expecting traffic to remain 10% higher than normal in the run up to Christmas, in line with 2015.
CEO of Fresh Relevance, Mike Austin, states: “It’s amazing to recall that only two years ago, Cyber Monday had more traffic than Black Friday. Yet, now shoppers seem firmly fixated on Black Friday Week and Cyber Monday has faded away. With all the changes in the UK and US this year such as BREXIT, the US Presidential election and widely reported squeeze on living standards it is clear that the appetite for a Black Friday deal remains strong.”
Fresh Relevance compiled the data based on billions of pageviews across its client-base in the UK and US.