Press Release - James Webster, Jun 15 2017

​November is the new Noel! UK to spend £20bn online

​November is the new Noel! UK to spend £20bn online

November is the new Noel! UK shoppers to spend £20bn online in November

  • Ecommerce consultancy Salmon predicts November online sales will surpass December to become the new Christmas shopping month
  • Black Friday Week is the main instigator behind the shift in consumer buying patterns
  • £7bn will be spent over the seven days of Black Friday Week in 2017, according to predictions

London, UK: 15th June 2017: Global ecommerce consultancy Salmon – who correctly predicted the 1st £1bn online day in 2015 and coined BlackFiveday last year – reveals today that November will see a record £20bn spent online and will overtake December as the year’s peak trading month. [i]

It has already been predicted that £7bn [ii] is expected to be spent over the Black Friday Week (Monday 20 th November – Monday 27th November), averaging out at £1bn per day. The figures show a shift in buying behaviours as consumers now look to November sales as the best time to bag a bargain.

Black Friday and the peak period is seemingly here to stay, with consumers embracing the smorgasbord of deals that November offers, leaving Christmas deals trailing in its wake. Last year, Salmon’s own data saw conversion rates (the proportion of visitors to a site resulting in a purchase) double the normal weekly rate to 106%, up 10% on the previous year. As sales this year are set to overtake 2016, retailers should begin planning their online operations during the peak period now.

James Webster, Head of Managed Services at Salmon and peak trading expert , said: “The traditional retail calendar has become well and truly disrupted, and this year we expect November to become the pre-eminent month for Christmas shopping. Black Friday and seasonal offers are now very much expected by shoppers in advance of the traditional December Christmas shopping period. Therefore, what retailers need to be thinking of is how they can cater to consumers during heightened conditions. Consumers want to shop with retailers on their terms and across devices and channels, taking the path of least resistance without high volumes of traffic affecting that experience.

“When it comes to Black Friday (and the weeks leading up to and after it), consumers are typically not looking for inspiration – they want a slick transaction-based experience. Consumers are now used to services such as Amazon Prime, with same or next day delivery, which has grown them accustomed to speedy and high quality services. If they’re presented with a slow or convoluted online experience they’ll find a better one a finger-tip away, so it is imperative that retailers have a strong contingency plan lined up during peak trading so as to avoid any reputational damage due to dissatisfied customers.”

As consumers opt to spend more throughout November – not just on Black Friday, let alone Black Friday week – retailers need to be prepared for heightened activity throughout the month.

Download Salmon's Black Friday Playbook here.


[i] This is based on results from 2016, and that calculations that the percentage for online sales will increase at the same rate from 2016

[ii] https://www.imrg.org/media-and-comment/press-rele...