With Black Friday 2019 fast approaching, we look at some stats from previous years..
Our Black Friday stats include sales figures and growth over the past few years, search trends, and sales volumes and patterns around Black Friday and Cyber Monday.
Black Friday Online Sales (UK)
The UK’s online shoppers spent £1.49bn on Black Friday 2018.
Black Friday and Cyber Monday (US)
In the US, Black Friday online sales reached $6.2bn on Black Friday 2018.
Cyber Monday 2018 was an ever bigger day for online shopping than Black Friday, with sales totalling $7.9bn.
Sales Patterns Around Black Friday
Data on sales volumes last November shows the effect that Black Friday has on ecommerce sales.
Sales are consistent throughout the month, before increasing in the few days before Black Friday.
(We’ve overlayed these charts with 2017 data. The data comes from clients in both the US and UK).
Sales volumes in 2018 were higher than 2017, but they peaked at similar times of day.
Sales volumes continued to be relatively high on the Saturday following Black Friday, as well as the Tuesday after Cyber Monday. This reflects the fact that retailers continued sales over a longer period.
Countdown Timers and Black Friday
Countdown timers can be very powerful in busy retail periods, and time-limited sales events like Black Friday.
To show this, we studied clients in the both before and during Black Friday 2018. These retailer were using countdown timers, some in cart recovery emails, others in on-site messages.
Across the clients we studied, the results proved the value of using countdown timers:
- The average uplift in click-through rates from emails and messages was 30.49%.
- Click-through rates increased by an average of 231%.
- Conversion rates increased by 200%.
Amazon and Black Friday
Shoppers ordered more than 180 million items during the five days from Thanksgiving to Cyber Monday.
In the UK, Hitwise stats show that Amazon took a 26% share of visits to UK online retailers around Black Friday 2018.
Mobile Commerce and Black Friday
Black Friday has gradually become more of a mobile shopping event.
According to Adobe stats (which cover November and December 2018), 51% of all traffic to retailers came from smartphones.
However, people are still more likely to purchase on desktop, with 60% of purchases taking place on a larger screen.
As consumer survey data shows, people use a variety of devices while shopping, moving from one to another depending on factors like convenience and accessibility.
Black Friday Conversions by Channel
Stats from Shopify show the best performing channels in terms of conversion rates over Black Friday weekend 2018.
Search Volumes and Trends
The PI Datametrics report on Black Friday Retail strategy contains some useful stats on search trends from 2018.
These are the top searched electrical products from last year:
The top generic searches around Black Friday:
Over the last 12 years, search volumes for ‘Black Friday’ have steadily increased.
Typically, search volumes begin to build mid-September, peaking in November. According to Google, Back Friday searches have increased by 80% over the last two years.
Online Sales Growth 2018
Online sales growth, of the ‘Cyber 5’ days, according to Internet Retailer.
Major US Retailers’ Share of Black Friday / Cyber Monday Sales
Stats from Rakuten show the dominance of Amazon over Black Friday, with 24.2% of all online sales. The nearest rival was Best Buy on 7%.
Amazon attracted a slightly bigger percentage of sales on Cyber Monday, at 25.2%, while Target had a much better Cyber Monday, growing its share of sales to 4.6%.
Most Popular Product Categories
According to Hitwise stats, the Groceries & Alcohol and House & Garden vertical enjoyed the highest year on year growth on Black Friday week 2018 (12% and 8%, respectively).
Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.