Black Friday 2018: UK retail visits…

Black Friday 2018: UK retail visits down 3%, Amazon up 3% YoY

Black Friday has just unravelled, so how has the retail industry performed in the UK? See below for top Hitwise stats by retail category, top players and hot products.


1. UK online retail reaches 194 million visits on Black Friday, down 3% YoY 

Cyber Week (which included Monday 19th to Sunday 25th at time of analysis) reached 1.2 billion online retail visits in the UK, which was down 1% YoY. Black Friday and the following Saturday saw the largest drops of 3% when compared to last year, with activity shifting to earlier that week. So, is Cyber Week at an inflection point? This time last year, online visits over the full period had grown 6% YoY.

2. Groceries, House & Garden and Apparel continue to grow 

As we saw with the lead up to Black Friday, retail verticals had mixed results. Groceries & Alcohol and House & Garden experienced the largest YoY growth on Black Friday (12% and 8%, respectively). These verticals, along with Apparel, saw the largest leaps over Cyber Week.


3. Amazon rises 3% YoY to over one-quarter of the industry

Amazon grew 3% to reach a share of 26% of the total retail industry on Black Friday and Cyber Week. eBay also saw more share on Cyber Week (7.3%) than on Black Friday (5.8%) – showing that other players are finding areas to grow throughout the week.

4. “50% off everything” plus was the sweet spot for fast risers

Top risers in Apparel and House & Garden promoted deep discounts of more than 50%, including Boohoo, PrettyLittleThing, Matalan and Wayfair. Top grocery riser, Aldi, officially didn’t partake in Black Friday sales, but still saw success by offering their own “specialbuys” on electronics and household appliances. Ocado went with a special promotion off the first shop + free delivery to draw in new customers.


5. Amazon Echo Dot & Fire Stick were once again Amazon favourites

Which products had driven Amazon’s increase? As expected, Amazon’s own devices, including the Echo Dot and Fire Stick, featured among the top 10 products on Black Friday. As well, over 17,000 SanDisk memory cards were purchased on Black Friday. Food and alcohol, including Ferrero 48 piece collection and Jack Daniel’s, also crept into Amazon’s top rankings with an impressive 22% conversion rate.


We’ll be posting more insights on Black Friday and Cyber Week in the coming weeks

You can also save your seat for our Christmas Unwrapped Webinar here! We deep-dive and unravel key insights from Black Friday, Cyber Week and the Christmas sales periods.

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