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Black Friday fails to boost online growth

Online growth in November dipped below its four-year average as Black Friday failed to buoy sales. 

UK online retail sales were up 11.5% year-on-year, but this was significantly below the November growth average for the past four years (18.3%) despite Black Friday online sales being up 11.7% on 2016. 

According to figures from the IMRG Capgemini e-Retail Sales Index, November’s overall year-on-year growth was also below the 12.7% average of the last three months (September to November).

Bhavesh Unadkat, principal consultant in retail customer engagement at Capgemini, said: “Year-on-year performance is down across key categories, reflecting the continuation of a tough year for etail.

“While the Black Friday window offered a small spike in performance, it was nowhere near as impactful as the industry would have hoped.”

Readers' comments (1)

  • Black Friday and subsequent weeks up to Christmas showed a lack of discipline by some brands, as heavy online discounting showed that there is no incentive to pre book stock if what lands one day, is then discounted the next from the company that you bought it from. From a purely economic point of view, that situation is unsustainable and unworkable.

    Fred Perry is a great example of a brand that doesn't get involved in Black Friday with very good reason. They know the damage that is done and the brand devaluation caused. You spend years building up a reputation and that can be lost almost overnight, so tacky discounting is superfluous.

    The relationship between brand and retailer should always be a two way street, however the evidence shown over the last few weeks has shown that it is anything but.

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