Three Fifths of UK online retailers are already planning ahead for Black Friday

New research has revealed that over three fifths of online UK retailers are already planning ahead for this year’s Black Friday event, whether that be ensuring they have enough stock or refining their deals and offers. Of those who have taken part in Black Friday before, 92% saw an increase in the number of visitors to their site and a further 71% saw an increase in sales.

Online retailers across the UK are getting ready for Black Friday, almost four months in advance, ensuring their offering is the best on the market and that they have more than enough time to raise awareness of their deals to attract consumers to their sites.

The research was undertaken by the team at the European arm of Acceleration Partners. 416 online retailers took part in the study, all of whom operate in the UK, have been trading for a minimum of 12 months and have taken part in affiliate or influencer marketing campaigns.

Initially all respondents were asked “Do you prefer to have regular offers available or partake in key events throughout the year?” to which 48% stated that they prefer to hold regular offers, whilst the remaining respondents stated they prefer to get involved with a mix of the two (32%) or just put offers on for key events and dates (20%).

When asked if they were already planning ahead for this year’s Black Friday, 62% of respondents stated that ‘yes’ they are. When these respondents were asked what they were doing in preparation, the most common responses were ‘ensuring we have enough stock’ (45%) and ‘refining the deals and offers that will be available’ (39%).

According to the poll, when asked “Why are you choosing to prepare for Black Friday so early?”, respondents cited ‘to ensure we have the best offering on the market’ (56%) and ‘to ensure we have plenty of time to market our offers and increase awareness’ (44%).

Furthermore, when asked if they’d taken part in Black Friday before, 81% of respondents stated that ‘yes’ they had. When asked how the event had gone for them, 92% saw an increase in the number of visitors to their site and a further 71% saw an increase in sales. 

Sophie Parry-Billings, EMEA Marketing Manager at Acceleration Partners, commented:

“Whilst November may seem a long way off yet, it’s going to come around quickly so it’s good to hear that so many retailers are already working to pin down their Black Friday offering. Once an American tradition, Black Friday has really taken off in the UK over the past few years, particularly in online retail and forward planning is essential to maximise return from the event.”