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Black Friday UK Retail Results


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Black Friday UK Retail Results

  1. 1. © Copyright IBM Corporation 2015. IBM, the IBM logo and are trademarks of IBM Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies.A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at For more information, go to Move Over Desktop Nearly half of all online sales came from mobile devices on Black Friday BLACK FRIDAY 2015 50%increase in UK online retail sales over 2014 Continue the conversation at #WatsonTrend 37% 63% Online traffic Up 10% over 2014 Online sales Up 15% over 2014 53% 47% Mobile Devices Desktop Black Friday continued to capture consumer attention as UK online retail sales reached new highs and mobile devices dominated the landscape of online shopping. Shoppers Prefer Smartphones Smartphones were the device of choice on Black Friday, outpacing tablets in both browsing and buying. Average order value £82 3 Items per order iOS Outpaced Android Apple device users are more prolific browsers and buyers than Android users. Traffic Sales AOV £71Android £80iOS 17% 45% 10% 37% Retailers Capture Shopper Attention 6:21 Average session length, up from 5:50 for Jan-Oct 2015 7.7 Average page views, up from 7.0 for Jan-Oct 2015 28.7% Bounce rate down from 34.9% for Jan-Oct 2015 While consumer attention spans have decreased over time, Black Friday deals continue to capture shopper interest and engagement online. Research is based on aggregated and anonymous data from participating UK retail web sites. Traffic Sales AOV £75Smartphone £81Tablet 44% 19% 25% 22%