A total of 24% of UK Black Friday sales in 2017 will be driven by shoppers overseas, a new report suggests.
Research by Rakuten Marketing found that global sales during Black Friday are on the up following a 14% increase year-on-year in 2016.
The marketing service says consumers abroad have shown increasing interest in buying from UK retailers during the Sales event as sterling struggles to reclaim its pre-Brexit value.
It also revealed that in 2016, 58% of Black Friday voucher and discount site sales made in the Republic of Ireland were driven by UK product purchases, 15% more than in the year before.
Mark Haviland, managing director of Rakuten Marketing Europe, said: “Marketers looking to make the most of this year’s sales peaks will see the biggest returns by marketing internationally.
“We’ve already seen this year how brands including Burberry, known to be quintessentially British, have taken advantage of the weakness of the pound since the vote to leave the EU, as tourists have flocked to buy products more cheaply in the UK.”