By Joanna Perry | Head of Marketing

Black Friday UK 2014 is set to be the biggest online shopping event yet. In addition to our normal Fulfilment Index tracking, we've also been keeping tabs on the promotional activity of a host of multichannel and online retailers in the run up to the big weekend.

A trend that began in the USA, Black Friday is the day after Thanksgiving, when many consumers have a day off work and so hit the shops to kickstart their Christmas shopping. Despite the lack of associated public holiday in the UK, as anticipated, special offers, deals and blanket discounts have all been forthcoming for Black Friday UK this year, and below we highlight some of the trends we have noted.

Black Friday UK began early this year

Retailers including Amazon UK and World Stores have run deals all week in the run up to Friday. And in some cases they have offered very substantial discounts on a daily basis to keep consumers coming back to the site every day. Amazon UK offered £100 off its high-spec Kindle, and Thorntons offered £35 off a gift set that normally retails for £60.

 

Black Friday UK online analysed

Black Friday UK online analysed

Interestingly, World Stores is one of a number of retailers whose Black Friday promotions end on Sunday 30th before Cyber Monday on the first day of December.

Black Friday: to explain or not to explain

Boden was the only UK retailer we saw who actively tried to explain the origin of Black Friday in an email to customers offering 30% off and free delivery. Others have chosen to dodge the issue of why the promotions are happening, either by deviating from the Black Friday name with their promotion name, such as Currys with its Black Tag event; or by simply referring to seasonal offers, such as Mothercare.

Black Friday UK online analysed

Black Friday UK online analysed

Black Friday UK online analysed

Argos and Superdrug go big on black

Retailers who have very much taken Black Friday to heart in the UK include Argos and Superdrug. Both of their websites have been given a makeover in advance of the big day. Argos has included a countdown on its site and its marketing emails, and Superdrug has strongly pushed the promotional event and used a special Black Friday overlay on its homepage.

 

Black Friday UK online analysed

 

Black Friday UK online analysed

Black Friday UK offline-only deals

Finally, we note that certain retailers have chosen to make their Black Friday UK offers offline-only, in order to drive traffic into stores. Retailers to take this approach include Asda and Superdry, who has sent out a Friends & Family discount for Black Friday weekend that is only valid in its stores.

 

Black Friday UK online analysed

Black Friday UK online analysed

 

Tags

Blog

Related Blog Posts

Why you need an Amazon B2B strategy
Why you need an Amazon B2B strategy

We address the pressing importance of developing an Amazon B2B strateg…

Why online marketplaces are a must-consider for cross-border ecommerce
Why online marketplaces are a must-consider for cross-border ecommerce

We look at why global online marketplaces are a thriving aspect of cro…

Our last minute digital marketing Black Friday Checklist
Our last minute digital marketing Black Friday Checklist

Practicology has put together a ‘Last Minute Checklist’ to ensure you …