A seemingly endless stream of analysis and conjecture has been generated in anticipation of what is likely to be the UK’s largest ever online shopping day: Black Friday 2015.
That the event truly arrived in 2014 is undisputed with an estimated £810m spent by British consumers. Affiliate Window witnessed an incredible spike, posting revenue in excess of £31m and in the process the network accounted for about 4% of all online expenditure.
Whether Cyber Monday, traditionally the first Monday in December, ever regains its crown as the annual peak shopping day, may be determined by what happens at the end of this week. Already some commentators are expressing doubts, claiming the event an irrelevance. Asda has gone on record stating they won’t be joining in the retail bunfight, Mothercare has also joined in the criticism of the event.
Retailers undoubtedly have a difficult time squaring the obvious consumer demand with their own reluctance to erode profit margins. Not to mention the potential harm a huge Back Friday peak could have on the logistics of the rest of Christmas trading.
Back Friday has in almost of a blink of an eye disrupted the British retail lanscape. But what of our European neighbours and those countries beyond this continent?