WundermanThompson：2023年英國黑色星期五報告（英文版）（14頁）.pdf

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1、 BLACK FRIDAY 2023 UK REPORT2HUGH FLETCHERGLOBAL MARKETING DIRECTOR AND THOUGHT LEADERSHIP LEADINTRODUCTIONAs the nights draw in and the cold weather bites,we hunker down for winter.But,if you work in the retail sector,then youve got your eyes set on one big event.No,not Christmas Black Friday.Love

2、it,hate it,engage in it or ignore it,when it comes to Q3/Q4,theres simply no getting away from it.Its an event which over time in the UK has acquired increasing levels of cynicism,with consumers bemoaning the quality of offers,independent bodies questioning the validity of discounts and experts pred

3、icting that this previously essential FOMO peak period is now well past its peak,with little new on show for consumers and more pain for retailers.And listening to what consumers say,its hard to disagree.45%of UK consumers found Black Friday 2022 anti-climactic,while 41%were disappointed with the of

4、fers available.But the reality is that for many retailers Black Friday is a vital revenue opportunity.While consumers might quibble about the deals,they still spend.And despite the biting cost-of-living crisis,consumers still parted with more money on Black Friday last year than the year before.So t

5、hose ringing the death-knell for Black Friday may have to take a pause.In this report,we try to unpack what you really need to know about Black Friday in the UK.Who are the winners?What makes consumers buy?What stops them from spending more?Whatever the results,one thing seems clear for now,Black Fr

6、iday is going nowhere.METHODOLOGYThe research was conducted by Censuswide,with 2,025 consumers that have shopped online in the UK,including 1,369 that bought something over the Black Friday(12th November 29th November)period in 2022.The research was carried out between 13.09.2023 18.09.2023.Censuswi

7、de abide by and employ members of the Market Research Society which is based on the ESOMAR principles.3EXEC SUMMARY2.NO SURPRISES,BUT ITS AN ONLINE-FIRST EVENT.76%of Black Friday spending is set to occur online in 2023.3.BLACK FRIDAY IS STILL THE DAY FOR PURCHASING DESPITE THE ELONGATION OF THE BLAC

8、K FRIDAY PERIOD.62%of spending over the Black Friday period will be on Black Friday itself.5.CONSUMERS ARE SCEPTICAL ABOUT WHO BENEFITS FROM BLACK FRIDAY,AND THEY DONT BELIEVE ITS THEM.10%believe that consumers are the main beneficiaries of Black Friday,whilst 31%believe that Amazon benefits most.6.

9、CONSUMERS ARE ALSO NOT CONVINCED THAT BLACK FRIDAY OFFERS THEM THE BEST DEALS.37%of UK consumers believe they get the best deals of the year during Black Friday.4.CHRISTMAS PRESENTS ARE THE MAIN PURCHASE DRIVER ON BLACK FRIDAY,BUT SPONTANEOUS DEAL-GRABBING AND SELF-GIFTING ALSO PLAY A ROLE.54%of sho

10、ppers use Black Friday to buy Christmas presents,making it the number one reason for purchasing.7.THE BIG WINNER IS AMAZON54%of all Black Friday spending in the UK is via Amazon.8.RETAILERS AND BRANDS MUST WORK ON BETTER DISCOUNTS AND IMPROVING AVAILABILITY,DELIVERY AND RETURNS TO LURE CONSUMERS INT

11、O SPENDING MORE.67%of UK consumers said that bigger discounts would encourage them to spend more during Black Friday.9.THE ENVIRONMENTS ROLE ON PURCHASING IS STILL LIMITED,BUT CONSUMERS WILL ENGAGE WITH SUSTAINABLE OPTIONS IF GIVEN THE OPPORTUNITY.58%of UK Black Friday shoppers say they will choose

12、sustainable delivery options like Amazon Day Delivery this Black Friday.1.BLACK FRIDAY SPENDING WILL GO UP IN 2023.184.55 the average that Black Friday shoppers will spend this year (up from 171.66 in 2022).4SPENDING DURING THE BLACK FRIDAY PERIOD:Lets start by getting a gauge on just how much consu

13、mers spend.In 2022,of those consumers who spent during the Black Friday period,the average spend was 171.66.Despite the cost-of-living crisis,consumers are expecting to spend more during Black Friday 2023,with spending projected to increase to 184.55.A surprising result,but perhaps representative of

14、 the fact that in this economic climate,consumers are waiting for Black Friday to find deals that make their money stretch that little bit further.The general trend is that men spend more during the Black Friday shopping period.In 2022,men spent on average 215.15,while women spent 156.41(thats 27%le

15、ss than men).This year,men intend to spend 238.03 vs womens 165.82(30%less than men).THE AVERAGE AMOUNT THAT CONSUMERS INTEND TO SPEND THIS BLACK FRIDAY.184.55 5BLACK FRIDAY IS AN ONLINE-FIRST EVENT:So where does Black Friday shopping take place?As you might expect,Black Friday is predominantly an o

16、nline event.In 2022,77%of spending during the Black Friday period was online,up from 73%in 2021.While you might expect the younger age groups to be driving this online spending,its actually the opposite.As each group gets older,they spend a higher percentage online;from 71%for the 16-24 year olds to

17、 84%for the over 65s.And what about 2023?The projection is that 76%of total spending will be online.THE CONTINUING EXTENSION OF BLACK FRIDAY:Consumers are not altogether convinced by the extension of Black Friday from one day to multiple weeks,or what we termed a“mega-peak”.One might imagine that a

18、longer Black Friday period means more deals.But thats not the experience of consumers.In fact,41%of consumers felt that they got better discounts when Black Friday was just one day.Of course,we all know that the concept of a longer Black Friday is designed to get consumers to part with more of their

19、 hard-earned cash.But does a longer Black Friday really mean that consumers are spending more?It would seem not.While 33%say that it does mean they spend more,32%say it has no effect on them,while 27%said they spend less.Despite Black Friday season extending over a much longer period,Black Friday it

20、self remains the key day,with 62%of spending projected to take place on Black Friday itself.(This is similar to the 58%of shopping that happened on Black Friday in 2022).OF BLACK FRIDAY SPENDING IS PROJECTED TO BE ONLINE IN 2023.76%OF SPENDING OVER THE BLACK FRIDAY PERIOD WILL BE ON BLACK FRIDAY ITS

21、ELF IN 2023.62%6WHY DO SHOPPERS SHOP ON BLACK FRIDAY?The driving force behind Black Friday shopping is buying Christmas presents for friends and loved ones,with 54%splashing out on them.This is of course due to its proximity to Christmas,with just over half of consumers(51%)taking advantage of Black

22、 Friday to purchase their festive shopping early.There are other reasons for purchasing too.What about those simply irresistible deals that are stumbled on?Just over a third(34%)say that they buy during Black Friday due to spontaneous deal-grabbing.And in fact,it looks like this is a trend on the ri

23、se,as this figure has increased from 31%in 2021.But buyers beware!Our research also indicated that 31%of consumers say they have regretted spontaneous Black Friday purchases.This could be the reason that we see that high figures of returns.According to our Future Shopper report,19%of all online orde

24、rs are returned,so its probable this could be even higher for Black Friday purchases.Its not all about gifts for loved ones either.Often consumers use Black Friday to“self-gift”something that just over a quarter of UK consumers indulge in(27%).OF CONSUMERS ADMITTED THAT THEY REGRETTED SPONTANEOUS BL

25、ACK FRIDAY PURCHASES.31%FOR WHAT REASONS WILL CONSUMERS BUY DURING BLACK FRIDAY?54+46+H27+73+H24+76+H1+99+H34+66+H26+74+H19+81+H30+70+H26+74+H6+94+H54%27%24%1%34%26%19%30%26%6%CHRISTMAS PRESENTS FOR FRIENDS AND LOVED ONESSELF-GIFTINGBIRTHDAYS AND OTHER GIFTING OCCASIONSOTHERSPONTANEOUS DEAL GRABBING

26、NECESSARY PURCHASES(FOOD,CLOTHING)I WONT BUY ANYTHING OVER BLACK FRIDAY(12TH NOVEMBER 29TH NOVEMBER)GIFTS FOR FRIENDS/LOVED ONESESSENTIAL PURCHASES FOR THE HOMENO PARTICULAR REASON7WHOS THE BIG WINNER DURING BLACK FRIDAY?Whilst undoubtedly Black Friday offers consumers the ability to grab some deals

27、,there is real cynicism about who is the biggest beneficiary.Just 10%of shoppers believe that they,the consumers,are the main beneficiaries.So,if its not consumers who are winning,who is?According to consumers,the real winner is Amazon,with 31%claiming that Amazon benefits most from Black Friday.And

28、 how times have changed,as despite Black Friday starting out as a physical shopping event,just 5%of consumers think that high street retailers are the main winners.But thats what consumers feel about Black Friday.What does the data tell us?Well,the data supports this view.Its no surprise that in 202

29、2,the winner was Amazon,accounting for 54%of Black Friday sales in the UK.Thats significantly more than the 35%that Amazon normally accounts for outside the peak retail season,showing that Black Friday is really owned by the Seattle giant.But Amazon needs to be aware.Across all of our recent researc

30、h at Wunderman Thompson Commerce&Technology weve started to notice potential cracks in Amazons dominance.And in this case,the risk is around ageor to put it differently,around whether Amazon holds such sway over younger consumers.So,what supports this claim?In every age group Amazon accounted for 50

31、%or above of Black Friday sales except for one:the 16-24s.In this age group,the Amazon figure is 37%,with a higher percentage using retailer and brand sites(20%and 12%respectively)than their older counterparts.And while there is much talk and hype about social commerce,it seems that it is yet to rea

32、lly make waves when it comes to Black Friday,accounting for just 2%of sales.So,what about this year?Were set for more of the same.Once again,Amazon is projected to account for 54%of all Black Friday spending,with retailer sites at 16%and branded sites at 6%.But where else did consumers,pounds get sp

33、ent in 2022?Online retailer sites such as John Lewis and Argos came in a distant second with 14%,and in third came brand sites at 7%.THROUGH WHICH CHANNELS DO CONSUMERS EXPECT TO SPEND DURING BLACK FRIDAY 2023?AMAZON54%RETAILER SITES(E.G.INCLUDING ASOS,BOOHOO,JOHN LEWIS,JD SPORTS,ARGOS)16%BRANDED WE

34、BSITES(E.G.NIKE,APPLE,DYSON)6%SUPERMARKETS AND GROCERS6%OTHER MARKETPLACES(E.G.EBAY,ALIBABA,GUMTREE)4%OTHER2%GAMING2%SOCIAL PLATFORMS IN-APP PURCHASING1%VIA AN AGGREGATOR/DELIVERY APP(UBER EATS,DELIVEROO)1%METAVERSE0%THE PROPORTION OF BLACK FRIDAY SALES IN THE UK THAT WENT THROUGH AMAZON IN 2022.54%

35、8FINDING THE BEST DEALS:It should come as no surprise that Amazon is so dominant when it comes to percentage spend,as when it comes to finding the best deals,the number one source is you guessed it,Amazon,with 59%of consumers saying they go straight to Amazon.In second position comes search engines,

36、which are used by 32%of UK consumers to find the best deals.As illustrated with the purchasing data,Black Friday is clearly a digital-first event,and this is replicated in how consumers find deals.Just 15%find their Black Friday deals through TV advertising,and 3%through newspaper and print advertis

37、ing,while 12%find their deals in-store.Another general trend weve noticed is that consumers are using more channels and taking longer during the search phase of purchasing.Do we see this same trend in our Black Friday data?We do.In fact,60%of consumers say they now spend more time searching for deal

38、s due to the increase in product prices.But what about when deals find us?We probably all experience the deluge of Black Friday emails and messages from brands and retailers.But for many of us this deluge is an overload.Almost half(49%)of UK shoppers admit they receive too many emails during Black F

39、riday promoting deals and discounts.OF UK CONSUMERS SAY THEY FIND DEALS ON AMAZON.59%WHERE DO CONSUMERS GO TO FIND THE BEST BLACK FRIDAY DEALS?I GO STRAIGHT TO AMAZON59%I USE SEARCH ENGINES32%I GO TO RETAILER SITES AND SEE WHAT DEALS ARE ON OFFER19%I GO TO BRAND WEBSITES AND SEE WHAT DEALS ARE ON OF

40、FER18%I RECEIVE PERSONALISED COMMUNICATIONS LIKE EMAILS16%I DONT DO ANYTHING TO FIND THE BEST BLACK FRIDAY DEALS16%TV ADVERTS15%I GO INTO STORES12%I FIND THEM ON SOCIAL MEDIA12%I USE COMPARISON SITES12%I READ BLACK FRIDAY REVIEWS BY ONLINE PUBLICATIONS LIKE MAILONLINE11%DIGITAL ADVERTISING ONLINE10%

41、I LISTEN TO INFLUENCERS8%I KNOW WHAT I WANT,AND IF ITS NOT DISCOUNTED,I DONT BUY IT8%YOUTUBE ADVERTISING7%DIRECT MAIL5%PRINT ADVERTS IN NEWSPAPERS AND MAGAZINES3%I FIND OUT FROM STREAMERS AND GAMING PERSONALITIES2%9WHAT WOULD ENCOURAGE CONSUMERS TO BUY MORE DURING BLACK FRIDAY?Unsurprisingly,bigger

42、discounts are the number one factor that would encourage consumers to buy more during Black Friday(67%),but discounts on delivery(32%),better product availability(29%),easy and/or free returns(22%),and faster delivery(22%)also play a role in prompting purchase decisions.Across all age groups,bigger

43、discounts were the number one factor,with the exception of the over 65s,where“Nothing would encourage me to spend more on Black Friday”aligned best with their purchase intent.On the flipside,some of the more“traditional”advertising methods arent as effective as many brands and retailers might hope.N

44、otably,personalised offers would impact just 11%of consumers,targeted ads just 5%and bigger advertising campaigns just 3%.Could this mean that redirecting some marketing budget into promotional budgets could result in a greater impact on Black Friday?Its one of the reasons why more and more brands a

45、re turning to retail media networks rather than just relying on Amazon.As we continue to move further into a cookieless world,this year will be retail medias first big test in the UK in supporting the peak season the way Amazon does.Historically,brands and retailers have also been affected by poor w

46、ebsite performance and bad online experiences during Black Friday,although this is less impactful now,as better website design would positively impact just 10%of consumers,while website speed impacts the same number.That being said,consumer expectations are still very high,with 61%saying that brands

47、 and retailers should be better prepared for peak shopping periods.OF UK CONSUMERS SAY THAT BIGGER DISCOUNTS WOULD ENCOURAGE THEM TO SPEND MORE DURING BLACK FRIDAY.67%10ARE BLACK FRIDAY DEALS THE REAL DEAL?Every Black Friday,questions are asked about the validity of the deals.Over half(54%)of consum

48、ers believe that Black Friday deals are misleading,while 63%of consumers believe that there should be more stringent regulations over how retailers present and apply discounts during Black Friday.In addition,there is scepticism over whether Black Friday deals are really the best deals of the year.Ju

49、st 37%of consumers believe they get the best deals of the year during Black Friday.Despite this perception,36%of consumers said they held back on making purchases at other times of the year to take advantage of Black Friday discounts.However,this feeling which has been backed up by several studies,i

50、ncluding those notably by Which?doesnt take timing into consideration.Yes,better deals might be had throughout the year,but Black Friday pools together deals across thousands of retailers at a(single)time when consumers have just received their last pay-packet before Christmas and are in the market

51、for presents and gifts.Of course,one way around this is to focus on deal-shopping right from January,but not many of us are that organised!With a certain negative sentiment surrounding Black Friday,some retailers and brands have chosen not to take part.Is this sensible business practice,virtue-signa

52、lling,or are consumers disappointed when their favourite brands and retailers dont take part?It would certainly seem that there is limited negative impact on the non-participants,with 21%of consumers thinking less of brands that dont participate.(However,38%disagree,and that finding is a lot less cl

53、earcut!).OF UK CONSUMERS BELIEVE THEY GET THE BEST DEALS OF THE YEAR DURING BLACK FRIDAY.37%11THE ENVIRONMENT HOW GREEN IS BLACK FRIDAY?Across all our research and particularly in our Future Shopper report weve been tracking how environmental concerns influence consumer behaviour and purchasing.So,w

54、hat role does environment and sustainability play when it comes to Black Friday?Initially,the impact seems limited.Just 30%of consumers say they will spend less on Black Friday due to concerns about the environment,while 25%disagree.What does this tell us?It says that a not-insignificant percentage

55、of consumers behaviours are affected by the environment,but that the majority are not.A slightly higher percentage 35%of consumers choose to buy brands and products that are sustainable and ethically sourced.But when asked what would encourage consumers to spend more during Black Friday,only 11%said

56、 better environmental practices.However,when you give the consumer an easy choice,things turn a shade more green!37%say that they intend to purchase products that are certified as“Climate Pledge Friendly”,while a huge 58%say that they will choose sustainable delivery options like“Amazon Day Delivery

57、”.OF UK BLACK FRIDAY SHOPPERS SAY THEY WILL SPEND LESS DUE TO CONCERNS FOR THE ENVIRONMENT.30%OF UK BLACK FRIDAY SHOPPERS SAY THEY WILL CHOOSE SUSTAINABLE DELIVERY OPTIONS LIKE AMAZON DAY DELIVERY THIS BLACK FRIDAY.58%12NEXT STEPSINSPIRING BETTER CX AND JOURNEYS Consumers are becoming more reliant o

58、n online shopping when it comes to peaks.Do you know what your consumers want and expect from their online shopping experience?Talk to our Customer Experience team about researching,mapping and analysing your customers shopping journeys.More hereREADYING YOUR PEAK OPERATIONSWith an increase in onlin

59、e spend forecast for Black Friday,retailers and brands must ensure that they are fully prepared,with consumers becoming intolerant of online issues.Speak to our Managed Services team about how they can prepare your business and help you run your peak operations.More hereTECHNOLOGY TO INSPIRE GROWTH

60、With consumer expectations greater than ever and still growing,is your online offering being let down by technology?Our digital architects can review your technology stack and make recommendations for improvements.They are technology agnostic,so will suggest the right,best-of-breed technology to imp

61、rove your online performance.More hereOPTIMISING USER EXPERIENCES Consumers are sceptical about the deals on offer.Ensure that any deals are clear,authentic and transparent,and that they can be found quickly.Talk to our UX(user experience)designers and digital intelligence team about content and con

62、tent strategy and run tests to work out what works best.More hereSELLING ON MARKETPLACESAmazon dominates the Black Friday period and consumers are shopping there in their droves.Engage with our Amazon and marketplace experts to ensure that your brand and product is front and centre when it comes to

63、the retail peak season.More hereDIRECT TO CONSUMER(D2C)D2C and retailer sites should not be ignored,especially with the younger generation in particular wanting to shop via retailer and brand sites.Our eCommerce consultants can review,recommend improvements,and even trade your D2C channels.More here

64、BALANCED CHANNEL STRATEGY Wherever they end up purchasing,consumers want to be able to move seamlessly across a variety of channels.Its therefore essential to have a balanced channel strategy.Talk to one of our consultants about running Channel Audit,which assesses your online channels,how well they

65、 operate together,and the eCommerce fit of your brands.More hereSOCIAL MEDIA AND SOCIAL COMMERCE The role of social media and social commerce is on the rise.Do you have a strategy?Are you aligned with the platforms?Our social commerce experts can help guide,manage and deliver your social commerce st

66、rategy and operations.More here13CONCLUSIONSo,whats our advice?1.Engage and prepare for a bumper Black Friday despite the economic challenges,consumers are looking to spend more this peak season.2.Think about how best to advertise and promote deals,and about where budget is best spent.Focus on searc

67、h engines and consider moving some advertising spend into product,delivery and returns discounts.3.Nail stock availability consumers get frustrated when great deals continue to be promoted for out-of-stock items.4.A huge percentage of consumers are defaulting to searching on and buying through Amazo

68、n,so how strong is your Amazon Black Friday strategy?5.Be transparent with pricing and discounting allay consumers fears that the deals arent all theyre cracked up to be.6.Consumers want to make sustainable decisions,but they need these decisions to be easy and to not compromise their desires.How ca

69、n you offer them simple environmental choices at the right time during their purchase experience?行業報告資源群行業報告資源群微信掃碼 長期有效微信掃碼 長期有效微信掃碼 行研無憂微信掃碼 行研無憂免責申明：本內容非原報告內容;報告來源互聯網公開數據；如侵權請聯系客服微信，第一時間清理；報告僅限社群個人學習，如需它用請聯系版權方；如有其他疑問請聯系微信。1.進群福利：進群即領萬份行業研究、管理方案及其他學習資源，直接打包下載2.每日分享：6+份行研精選、3個行業主題3.報告查找：群里直接咨詢，免費協助查找4.嚴禁廣告：僅限行業報告交流，禁止一切無關信息知識星球 行業與管理資源知識星球 行業與管理資源專業知識社群：每月分享8000+份行業研究報告、商業計劃、市場研究、企業運營及咨詢管理方案等，涵蓋科技、金融、教育、互聯網、房地產、生物制藥、醫療健康等；已成為投資、產業研究、企業運營、價值傳播等工作助手。