Updated: Nov 17, 2020
Online retail sales could grow by between 35% and 45% during the Black Friday trading period of 23 to 30 November, according to a forecast by IMRG.
So far this year, online sales have increased by 34.9%, compared to growth of 6.7% in 2019 and IMRG is predicting Black Friday deals could go earlier this year, with 4.3% of retailers having live campaigns on 4 November compared to 2.3% in 2019.
Given non-essential stores now closed until December and shoppers are being actively encouraged to try to bring some of their festive purchasing forward to avoid delivery backlogs too close to Christmas, there is a possibility that shoppers might be more responsive to Black Friday campaigns earlier in the month this year.
IMRG strategy and insight director Andy Mulcahy says: “We were anticipating a huge surge online this peak, and circumstances have conspired to ensure that is the case; the stores are closed, furlough has been extended and shoppers are being advised to get the bulk of their Christmas shopping done before December.
IMRG managing director Justin Opie adds: “This year’s huge growth rates, and the expected online bonanza the Black Friday period will deliver, underline retail’s rapid structural shift online.
“This does not feel like a temporary development; further evidence is no longer required that this is a permanent shift. Retailers, including those with stores, with strong online propositions, will continue to trade well. Those without, for whom it’s not already too late, must adapt now if they are to survive.”