Early ‘Blackvember’ campaigns pull Black Friday online spend down

Published: 26-Nov-2018
Retail

Online sales peak before Black Friday promotion began

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Discounts and promotions throughout November have impacted this year’s Black Friday sales, according to the online retail association IMRG.

Research by the company has found that at total of £1.49bn was spent with UK online retailers on Black Friday 2018, which was up 7.3% on the same day last year, however in several sectors, including beauty, online purchases were made before the traditional Black Friday weekend started, suggesting that retailers are looking to extend the promotional period in November.

Within the beauty sector, online sales grew by 2.3% on Black Friday but the day before saw far stronger sales, up 25.7%.

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