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How Black Friday has evolved into online first for brands

on Nov 30, 2015 | 0 comments

By Thomas Hobbs

Black_friday_2014_v_2015
Black Friday: The chaotic scenes in 2014, were replaced by fewer shoppers in 2015. [Photos: Bryan Roberts]

Yet fast forward 12 months and things feel very different.

“It was very subdued across London, a lot of the flagship stores, even John Lewis, were virtually deserted,” summarises Kantar Retail’s Bryan Roberts of last Friday’s activity. “A lot of consumers stayed away due to the unsavoury scenes last year.”

The numbers appear to back Roberts’ experience.

In the UK, retail sales growth for Black Friday halved. Although £5.9bn was spent for Black Friday 2015, this represented growth of just 6.7%, a dip from the 13% recorded Read full story ›

Source: Marketing Week