December 7, 2017
As e-commerce continues its global growth, an American shopping schedule based around a uniquely American holiday has migrated overseas. Black Friday used to be a day U.S. consumers, overstuffed from their Thanksgiving feasts, went to physical stores in droves looking for deals at the traditional start of the holiday shopping season. But the ability to shop online has given shoppers in other countries access to the same deals Americans seek, especially in the U.K., according to online payment provider Ingenico.
The six busiest online shopping days in the world’s third-largest e-commerce market this year were Wednesday, Nov. 22 through Monday, Nov. 27, peaking on Friday, Nov. 24. U.K. consumers spent more than five times as much on Black Friday as they do on an average Friday the rest of the year. The day is also the undisputed king of the British holiday season. Black Friday e-commerce sales nearly doubled the next closest day (Cyber Monday) this year. In 2016, Black Friday sales only exceeded Cyber Monday by 27 percent.
“With retailers competing to launch their discount campaigns first, and consumers rushing to snap up the best deals, ‘Black Friday’ has now extended into a full week-long event,” said Gabriel de Montessus, vice president of retail global product and marketing for Ingenico Group. “Cyber Monday was still one of the biggest e-commerce days of the year, but sales fatigue appears to have hit consumers who, this year, expended more energy and budget on earlier discount offers.”
Consumers in the rest of the E.U. followed Britain’s lead, spending 509 percent more on Black Friday than an average Friday.