Ipsos iris: Black Friday
The Black Friday Phenomenon: A Retrospective Review and Future Forecast from Ipsos iris
Black Friday is one of the most popular shopping periods for people to bag great discounts. It was popularised by Amazon in the UK from 2010, but has morphed into an extended shopping period, primarily online, that now lasts over a week with retailers starting earlier and earlier as competition for attracting bargain hunters grows.
According to Mintel’s Black Friday report, this saw sales reach £12.3 billion in 2022, up 8.3% from the previous year.
With the importance of Black Friday showing no sign of abating, our Shopper Insights and Audience Measurement experts pulled data from our online audience measurement service, Ipsos iris, to take a retrospective look at 2022 and hypothesise what might happen this year.
Key insights
- Time spent on retail and commerce brands rose above the November daily average exactly a week before Black Friday, as the event stretches over a longer period of time. Time spent browsing was above the monthly average for 10 consecutive days.
- The most active participants were those aged 25-34 and with higher incomes. The categories that showed the highest levels of engagement are generally those we would expect – Games and Toys, and Fashion.
- Amazon held the top spot for both in app and on site time spent in Retail.
- Among the top 20 largest retail brands, Argos and John Lewis were the retailers with the biggest increases in time spent browsing on Black Friday, followed by Boots and Etsy.
- Broadening out to the top 100 by audience, fashion and beauty brands/retailers including Adidas, LookFantastic, Boohoo and Nike all saw more than twice as much time spent on their sites and apps compared to the daily average for November.
Download the full insights below.
