Nov 30, 2022
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Strong Cyber Monday means overall online uplift for Black Friday weekend in UK

Nov 30, 2022

Cyber Monday (28 November) saw UK retailers’ online revenues rising 16.3% year-on-year, according to new data, coming on top of a healthy Black Friday weekend.

Photo: Pixabay/Public domain

Wunderkind Marketing Pulse analysed over 52 million shopper journeys in the lead up to Black Friday, and it found that the Monday uptick in digital sales also followed a 2.3% rise in online revenues over Black Friday and the weekend.

Driving the revenue rise, web visits were up 25% on Monday compared to the previous week. Meanwhile they rose 49% on Friday and conversion rates also saw a jump, almost doubling on Friday compared to the previous week.

Looking at the figures in more detail, web traffic to UK retailers’ e-commerce sites built steadily towards the annual discounting event as shoppers hunted down deals and offers.  

Web traffic was up 40% on Black Friday, and digital shopper traffic volumes rose 16.6% year-on-year. Into the weekend, shopper visits to online websites remained up 22% and 26% higher than the respective Saturday and Sunday of 2021’s Black Friday weekend.  

Buyers weren’t just browsing, they were also buying. Wunderkind’s data showed web conversions saw a significant spike on Black Friday, rising 98.2%. Digital revenues followed a similar trajectory, more than doubling (+102%) week-on-week on Black Friday, while Cyber Monday sales were up 53% week-on-week and up 16.3% year-on-year.  

One sting in the tail is that the data showed year-on-year revenues on Black Friday were down 0.72% compared to 2021, suggesting basket sizes and average order values were marginally down on the big day itself.

That said, Saturday and Sunday saw 1.3% and 7.9% year-on-year revenues gains. This culminated in revenues across the extended Black Friday weekend rising 2.31% on 2021 levels. 

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