Online sales to rocket on Black Friday
Black Friday is an American import that has become established as a key date for retail in the UK. While the Americans have been taking to the stores on the day after Thanksgiving for over 60 years, the practice has only become firmly established here in the last 5 years.
Over 80% of adults are now aware of Black Friday and around a third of them are expected to browse the sales. Many of those who are considering browsing say that they will do so online, with only a small proportion saying it will encourage them to take to the high street.
Early Black Friday deals have already started from Amazon, and they are expected to be one of the big winners, alongside the online arms of clothes retailers.
The Black Friday shopping experience (ease of search, in-stock, ease of checkout and delivery) is one which can have a significant influence on customer perceptions.
Online research can be a useful and cost-effective approach to provide information on customer satisfaction with their browsing and shopping, and analysis can quantify the impact which parts of the process have on customer opinions and future purchase propensity.
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