Black Friday shoppers increase 13.9%

Black Friday 2016 saw more shoppers than ever before make purchases on major retail sites according to insights from HookLogic — the pioneer of performance marketing for brands. Black Friday shoppers and purchasers were up 13.9% and 11.9% respectively, compared to 2015. The HookLogic Exchange in the UK includes Tesco, ASDA, Argos, Curry’s and PC World.

Further insights from HookLogic, which sees more than 91 billion searches a year on many of the world’s largest retail sites, include:

  • On Black Friday, the highest shopper increase over 2015 was at 12am GMT as consumers stayed up into the morning to take advantage of deals that began at midnight. Shopping that hour rose 161% YOY
  • Shopping on Black Friday peaked from 7-9am and 6-9pm GMT. Shoppers took advantage of great deals before they went to work and then once again after dinner
  • The average Black Friday cart size was 1.8 units; with an average total cart value of £91.30 and an individual unit value of £50.55
  • The top 20 products in the Toys and Consumer Electronics (CE) categories’ most searched items between 1st – 21st November 2016 (ranked by volume of searches), include: 

black friday table“Black Friday may have started as a US-based holiday, but it has now become firmly entrenched as a key part of the UK retail calendar,” said HookLogic managing director, Europe, Ben Cooper. “With the shift of shopping to mobile phones, and the rise of Click & Collect, HookLogic Sponsored Products are a way for brands to drive attention to their products in an environment where it is even harder to achieve visibility and drive sales.”

E-commerce in the UK is expected to reach £148 billion (E-commerce Foundation, April, 2015) in 2016. With the double-digit increases in both shoppers and purchasers online seen from HookLogic data, retailers and brand marketers need to meet the different shopping processes that online and mobile environments present.

HookLogic will be issuing weekly e-commerce data reports in the UK throughout the season. For more information, visit: https://hooklogic.com/holiday-insights-2016/.