Tag: Black Friday

Black Friday and Cyber Monday pointless in the UK

2390E7EB00000578-2852585-Scrum_down_Customers_push_each_other_out_of_the_way_as_the_crowd-72_1417213372623Black Friday and Cyber Monday are a US sales tool which proves perfectly pointless for the UK channel and might die out.

Black Friday is a US retail sales event popularised by global giant Walmart but appeared to catch on in the UK. Commerce consultancy Salmon predicts that it will raise a £1 billion online shopping day in the UK.

But it is starting to look like it will come unstuck. Walmart-owned Asda recently announced it would not take part in the event this year after listening to customers’ views. Basically, no one wanted to see British people fighting in shops.

But vendors are started to suggest that the Black Friday numbers don’t stack up. They are losing 30 or 40 percent of their margin and are wondering if it is worth it.

Vendors like VIP are telling the press that in tech, where the margins are so slim, you’re going to end up with people saying ‘I don’t want to participate in it’ next year and the year after”.

The theory is that Amazon and Dixons will continue the tradition, but other major brands will give the sale a miss as they gingerly fondle their bruised bottom lines. After all they are taking money away from the busy period – Christmas, which is when many resellers make most of their cash.

Analyst Context’s founder Jeremy Davies agreed that the phenomenon could be on its way out. He said that the whole Black Friday thing will weaken next year because the experience has been negative.

IBM analyses Cyber Monday sales

Cyberman - Wikimedia CommonsWhile the concepts of “Black Friday” and “Cyber Monday” are largely unknown in these isles, shops have jumped on the American bandwagon causing riots and mayhem in shops across the UK.

And now James Lovell, European retail guru, has got his analytics engines to work and notices that although sales fell compared to last year, the percentage of sales made on mobiles rose by around a third.

He said mobile phone usage as a percentage of overall sales rose by 42.88 percent, and tablets used to buy stuff rose by 12 percent.

The average order value on “Black Friday” was £88.86 percent, and mobile traffic represented 59.8 percent of all online traffic in the UK.

Contrasting different mobile operating systems, Lovell said Android OS sessions as a percentage of overall “Cyber Monday” sales grew by 55 percent, but only represented 11 percent of the overall sales spend.

But the desktop is not dead – over half of all online sales were made by people tip tapping into whatever flavour of Windows they’re being forced to use.