Black Friday effect, is effective

The figures from global market and shopper intelligence firm IRI, are the first indication that supermarkets have benefitted from the so-called ‘Black Friday effect’. 

Overall value sales were up for the week ending 29 November 2014 in the UK, the first weekly increase since 26 July (compared to 2013). Data shows a 0.1% increase, with sales of £2.34 billion. The Black Friday effect is clearly, effective.

Non-food sales, were up by 6.1% to £634 million last week from £598 million during the same week in 2013, compared with a flat performance over the past few months.

Most of the increase was driven by electricals, photo and mobile/ phone sales, up 40% and adding an extra £20m over last year, showing how Black Friday has successfully migrated from the US to the UK. Other non-food items also benefitted from the buying frenzy, with toys up 8.8%, housewares by 15% and greetings cards by 8.5%.

Martin Wood, head of strategic insight of retail at IRI commented: “Some retailers were predicting impressive sales during Black Friday and while many had offers on all weekend and into Cyber Monday, we are already seeing the effects in a big way from our figures up until last Saturday,”

“It’s interesting to see how Black Friday has really taken off this year with UK consumers, but it’s perhaps not surprising why so many retailers have jumped on board, given the tough year we’ve just had where we have seen unprecedented changes in shopping behaviour and an increasingly competitive retail environment.”

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