Finance & Economics

Study reveals how Black Friday affected Christmas retail sales

55.8% of UK shoppers participated in Black Friday sales in 2019, creating a heavily promotional retail environment

Christmas retail sales

Study reveals how Black Friday affected Christmas retail sales. Source: unsplash.com

A number of retailers reporting strong performance during the Black Friday period weren’t able to boost sales growth over the Christmas trading period, GlobalData says.

As long as 45.1% of Black Friday shoppers delayed buying items until the event, many retailers reported impressive trading over the period. For example, Boohoo recorded impressive growth over the Black Friday weekend, due to its frequent heavy promotional tactics during the year. Black Friday period boosted sales of John Lewis & Partners by 10%. At the same time, Mountain Warehouse recorded its biggest sales day on Black Friday itself.

Due to Black Friday’s advantageous offers, customers got an opportunity to save money on buying Christmas presents.

Strong sales over the Black Friday period were, however, not enough to offset poorer performance in the rest of the Golden Quarter for a number of retailers. Many retailers also experienced slower sell-through of sale stock after Christmas, including major players Next and John Lewis & Partners as the prolific promotions in 2019 may have led to discounting fatigue among shoppers. Previously the sweetheart of UK multichannel retail, Joules reported a 4.5% drop in total sales over the Christmas trading period despite good performance during Black Friday, though this was significantly impacted by poor stock availability. John Lewis & Partners reported a 2.3% drop in total sales in Christmas trading despite 10% growth over Black Friday, indicating that even though the promotional period seems to extend every year, this did not have enough impact in a tough market
Emily Salter, Retail Analyst at GlobalData

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