Shoppers are expected to spend at least 30% more on Black Friday and Cyber Monday this year, compared to 2014.
Spend on Black Friday (November 27) will reach £1.07bn, up 32% on last year’s £810m, Experian and IMRG have predicted. On Cyber Monday (November 30), it will reach £943m, up 31% on last year’s £720m.
Retailers are also set to have a bumper Christmas and Boxing Day, with sales expected to be up 11% and 22% year on year respectively.
Experian urged retailers to “think carefully” about their marketing campaigns during peak trading, after it recorded an 82% upsurge in the volume of emails sent on Black Friday last year.
James Miller, senior retail consultant at Experian, said: “With consumers now expecting great bargains and trouble free service, retailers must ensure they have planned their marketing strategies and logistics around these key dates, with carefully prepared cross-channel campaigns, engaging the right customers, via the right media.
“Retailers should be aware of the strain that will be placed on delivery networks in the run up to Christmas, and also provide a good level of in-store support for the Boxing Day and New Year’s Day rush.”
Justin Opie, managing director at IMRG, said: “We expect Black Friday to become the ‘Black Friday period’ for some retailers, who will run campaigns over several days or even weeks.
“Also, last year, anticipation of Black Friday led to a slow start to the Christmas shopping season and panic-discounting by some, which impacted on profit margins. So the availability and rate of discounts will need to be rationalised this year for it to be sustainable.
“Finally it’s important to ensure that customers get the delivery experience they have been promised. Retailers should remember that many shoppers will be happy to wait longer than normal to have their orders delivered if it’s still several weeks until Christmas Day.
“This will help to ease the strain on fulfilment operations, should bottlenecks occur.”
Experian-IMRG spend predictions for 2015
- Black Friday (November 27) - £1.07bn, up 32% yoy (£810m)
- Cyber Monday (November 30) - £943m, up 31% yoy (£720m)
- Manic Monday (December 7) - £733m, up 10% yoy (£666m)
- Christmas Day (December 25) - £728m, up 11% yoy (£658m)
- Boxing Day (December 26) - £856m, up 22% yoy (£699m)
- New Year’s day (January 1) - £638m, up 33% yoy (£478m)