The growth in sales between October and November is actually the largest in the index’s 14-year history, according to IMRG, while year-on-year growth on November 2013 was at 20 per cent.
In fact, with travel excluded from the ecommerce study, growth climbs further to 45 per cent month-on-month and 22 per cent year-on-year, while the average basket value was £78.
Tina Spooner, CIO at IMRG, said: “The unprecedented level of traffic to retail websites over Black Friday weekend resulted in a significant spike in online sales during the last week of November. In fact, sales on Black Friday alone surged 135 per cent year-on-year as consumers flocked to retail websites on what turned out to be the busiest online shopping day of the year, to date.
“Many retailers reported that Black Friday was their biggest ever day for online sales, however some reported a slowdown in sales in the days leading up to Black Friday as consumers waited for discounts and promotions before starting their Christmas shopping.
“Although average spend per shopper was down about nine per cent from the previous month, overall estimated spend reached a staggering £12.1 billion in November and it looks like we are on target for another record-breaking Christmas with estimated spend set to break the £100 billion barrier by the end of this year.”
It’s particularly interesting and seems as though this is the year that Black Friday may have come of age in the UK after initially launching in the US to mark the Christmas shopping season after the Thanksgiving celebrations.
Vouchercodes.co.uk general manager Claire Davenport spoke to Real Business on Black Friday (28 November) to discuss the shopping frenzy hitting Britain in a big way this year and why 2014 will have such an impact this time – even though the concept was initially coined Stateside in the 1960s.
Online sales spiked by 44 per cent week-on-week for the week commencing 23 November according to the research, demonstrating the marketing power of Black Friday bargains.
Purchases via smartphones and tablets, meanwhile, grew by 48 per cent month-on-month and 80 per cent year-on-year, with mobile sales on the last week of November rising by 82 per cent on the previous week which is likely due to consumers shopping while on the move – or at work.
The gift sector performed the best at a 154 per cent month-on-month growth, followed by a 99 per cent month-on-month increase for health and beauty and a 71 per cent surge month-on-month for electricals.
The IMRG study says online retail sales for the year to date are up 15 per cent and set to hit 16 per cent by 2015, following Cyber Monday bringing about a strong start to December.
Read more on Black Friday:
- Best Black Friday tweets from UK retailers
- Black Friday versus Cyber Monday: How British shoppers are set to behave
- American Fizz had a five-fold increase in order numbers on Black Friday
Image via Shutterstock.
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