Black Friday was undoubtedly one of the biggest discounting events the UK market has ever seen. So, in the aftermath of one of the UK’s most successful ever retail events, Retail Week offers five lessons that can be learnt from this year’s Black Friday…

1. How Black Friday is
shaking up retail
FIVE LESSONS FOR 2017
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2. Black Friday was undoubtedly one of the biggest discounting events the UK market has ever seen.
Still very much in its infancy having only reached UK shores five years ago, the breadth and depth
of discounts on offer for consumers was striking and those retailers choosing not to take part were
very much in the minority.
So, in the aftermath of one of the UK’s most successful ever retail events, Retail Week offers five
lessons that can be learnt from this year’s Black Friday…
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Black Friday 2016 – has the UK finally caught on?

3. Whether you are going to join in with Black Friday
fever or if you’d rather stick by your prices, it is
important to make your intentions known.
This way you can avoid angry shoppers taking to
social media to complain about buying full-priced
items only to find them discounted days later, or
have to manage a flurry of returns as consumers
buy the same item twice to take advantage of a
deal.
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1.Communication is key
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4. It was no surprise to see the percentage of online
retail sales made through mobiles continued to grow
this year, therefore it is increasingly important to
ensure your site is mobile optimised and your apps
are up to scratch.
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2. Mobile is where it’s at
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5. Not all product categories are well-suited to heavy discounting
and so retailers must pick their battles wisely when it comes to
selecting which items to reduce. This year electricals were a clear
winner, with Sonos Play 1, GHD hair straighteners, Samsung TVs
and KitchenAid products all highlighted as bestsellers by John
Lewis.
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3. Choose your products wisely
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6. Shop Direct boss Alex Baldock told Retail Week that 70% of
new credit customers on Black Friday 2015 purchased from
the group again within 12 months. So make sure you
impress the new consumers that you tempt in with juicy
deals with your customer service, efficiency and expertise
to clinch their future custom and keep them coming back.
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4. Keep hold of new customers
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7. Offering days upon days of deals proved a popular choice
for retailers this year and it is clear to see why. Not only did
it please customers, giving them more discounts to choose
from and more time to buy, but it also led to an increase in
sales for retailers and, importantly, it helped spread
demand.
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5. Spread demand
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8. Want to find out more?
In this latest interactive guide, Retail Week, in association
with PCA Predict, uncovers an in-depth analysis of this
year’s event including how retailers planned for it and how
consumers chose to shop.
Don’t miss this exclusive insight and access the guide
today
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Access the guide