December ONS figures confirm shift away from Christmas peak towards Black Friday!
Patrick Munden, Head of Retail and Marketing at Salmon, comments on the latest figures released from ONS (Office for National Statistics)
“Today’s ONS figures not only continue the trend of ecommerce dominating the retail space but show that shoppers are shifting away from spending during the Christmas period. Online sales (excluding fuel) during December increased year-on-year by 21.3%, but fell on the month by 5.3%. This falls in line with data from Salmon showing that Christmas peak is enduring a gradual fall, with Black Friday taking over the mantle as the most important retailing event of the year as UK shoppers grab most of their bargains in November and not December. Retailers saw 28% more online orders across the Black Friday period (22nd – 28th November) than the peak festive period (21st – 27th December).
Generally, it was a strong end to the year for vendors that embraced ecommerce and strengthened their multichannel offering. Consumers are now taking to online services in search of a convenient, quick and easy-to use service. 2016 was the year that Black Friday grew into a phenomenon, displacing the more common Christmas peak that retailers usually see. Mobile was crucial to this, with majority of online orders during Black Friday (51%) and Christmas (60%) reaching record levels. Mobile is now the biggest player in the retail space and, with consumers looking to secure greater luxury in their daily shop, vendors that do not embrace this shift will flounder in the ultra-competitive retail market.”