Online shopping habits show resilience: ‘Cyber Month will continue to steal Black Friday’s thunder’

While speculation around the sheer scale of this year’s Black Friday compared to previous years remains, it seems the big sale event will play an important role for consumers. Almost three quarters (74 per cent) of UK shoppers said they are likely to shop online on or around Black Friday this year, a rise from 63 per cent last year.

This is according to a new survey from Criteo, that also found that 32 per cent of UK shoppers say they “always” shop online on or around Black Friday each year. The resilience of in-store shopping attests to this, with the number who said they were likely to shop in-store remaining steady at 40 per cent, compared to 41 per cent in 2021.

“Retailers must deliver a great customer experience, which would sway half of customers to return after Black Friday”

Sam Benkel, Managing Director, Retail Media at Criteo, commented: “It is encouraging for brands and retailers that consumers will shop the sales as they come, across a longer period of time. And it does appear ‘Cyber Month’ will continue to steal Black Friday’s thunder!

“Accordingly, some UK stores are now offering price guarantees to help shoppers buy with confidence when they are ready.

“We might not see the sensational growth figures associated with Black Friday itself, but the overall opportunity remains an essential part of the retail calendar.”

Of those surveyed by Criteo, 82 per cent of UK shoppers say they are open to purchasing from an online store they don’t usually purchase from. ‘Great deals’ top the list of motivations, which perhaps reflects the economic pressure households are facing this winter.

However, when asked what qualities would make them return to a brand or retailer they discovered on Black Friday, 17 per cent said the brand values and 18 per cent said sustainable products, proving that longer-term commercial success still hinges on an ethical and considerate approach.

Most importantly, retailers must deliver a great customer experience, which would sway half of customers to return, the survey found. A great purchasing experience and fast shipping are integral to this, according to respondents.