The FINANCIAL — comScore, Inc. on December 8 released an analysis of online shopping spending in the UK for Black Friday (November 27) amongst a selection of leading retailers. The results showcase a 259 percent growth in online spending compared to the average online shopping day in November; a significant increase from the 133 percent observed last year.
“Black Friday has well and truly established itself in the UK retail calendar,” said Mike Shaw comScore Sales Vice President, “This year’s results, up from last year off an even higher base, should signal the start of yet another bumper Christmas season for retailers’ digital channels.”
Black Friday Spending Surge Driven by Increase in Both Number of Transactions and Buyers
Black Friday total spending saw a considerable growth driven by an increase in transactions (up 118 percent) and in the number of buyers (up 102 percent). The growth in spending per buyer (up 80 percent) was driven by both an increase in the average order value (up 68 percent) and an increase in the number of transactions per buyer (up 8 percent).
British Digital Commerce Sites on the Rise
Although amazon.co.uk ranked first in total number of transactions on Black Friday, British electrical retailer Currys.co.uk performed best in growth of total transactions, with significant growth on that day versus November average (up 1622 percent). British retailers Very.co.uk and Johnlewis.co.uk followed with 339 percent and 254 percent increase in transactions, respectively.
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