Strong Cyber Monday means overall online uplift for Black Friday weekend in UK
Cyber Monday (28 November) saw UK retailers’ online revenues rising 16.3% year-on-year, according to new data, coming on top of a healthy Black Friday weekend.
Wunderkind Marketing Pulse analysed over 52 million shopper journeys in the lead up to Black Friday, and it found that the Monday uptick in digital sales also followed a 2.3% rise in online revenues over Black Friday and the weekend.
Driving the revenue rise, web visits were up 25% on Monday compared to the previous week. Meanwhile they rose 49% on Friday and conversion rates also saw a jump, almost doubling on Friday compared to the previous week.
Looking at the figures in more detail, web traffic to UK retailers’ e-commerce sites built steadily towards the annual discounting event as shoppers hunted down deals and offers.
Web traffic was up 40% on Black Friday, and digital shopper traffic volumes rose 16.6% year-on-year. Into the weekend, shopper visits to online websites remained up 22% and 26% higher than the respective Saturday and Sunday of 2021’s Black Friday weekend.
Buyers weren’t just browsing, they were also buying. Wunderkind’s data showed web conversions saw a significant spike on Black Friday, rising 98.2%. Digital revenues followed a similar trajectory, more than doubling (+102%) week-on-week on Black Friday, while Cyber Monday sales were up 53% week-on-week and up 16.3% year-on-year.
One sting in the tail is that the data showed year-on-year revenues on Black Friday were down 0.72% compared to 2021, suggesting basket sizes and average order values were marginally down on the big day itself.
That said, Saturday and Sunday saw 1.3% and 7.9% year-on-year revenues gains. This culminated in revenues across the extended Black Friday weekend rising 2.31% on 2021 levels.
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