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The Experience Brands Weekly #163

Singles Day, Black Friday and Cyber Monday: A Review

As we all recover from the madness of Singles Day, Black Friday and Cyber Monday and before the Christmas fever really sets in it seems like a good point to take stock and look at the trends from these three shopping mega-days.

In the UK, footfall fell on Black Friday itself, with high street footfall down 4.2% on last year. When you include retail parks and shopping centres, footfall was down 3.6%. Saturday and Sunday also had lower footfalls, but the fall wasn’t so dramatic which could be because of an increasing use of click & collect services. Overall, more consumers were choosing to shop online – with ecommerce sales up 6% year on year. While Black Friday sales were boosted by online, Cyber Monday failed to attract shoppers with online transactions down 14% year on year in the UK, suggesting consumers were spending their online shopping over the full weekend.

However, both Black Friday and Cyber Monday are dwarfed by the world’s biggest shopping event – China’s Singles’ Day, at which Alibaba alone reported sales of $25.4 billion. It is definitely China’s biggest shopping day, but if you look at the wider SE Asia region, recent research by Meltwater highlights that actually conversation in these countries is much more focussed on Black Friday and Cyber Monday – at 82.92%. So, while Singles’ Day is already huge, there is definitely more potential for growth.

While Singles’ Day presents a significant opportunity as it continues to grow, there are lessons to be learned from the changing shape of Black Friday and Cyber Monday in the UK. Boaz argues that consumers changing habits can be explained because ‘instead of being driven to spend their money on allotted days, like Black Friday and Cyber Monday, they are instead taking advantage of retailers’ decision to extend sales periods.’ As Hariharan highlights, the deals being offered are not as special as they used to be – the majority of deals have been around since early November, or late October. Instead of a focus on specific days, we are seeing a wider spread of spending as consumers take advantage of deals available for longer periods. Good news for retailers as this offers the opportunity for a more sustainable level of consumer demand across the golden quarter. Black Friday can still be a major driver of success - John Lewis had the biggest trading day in its history this year – but we may be moving more beyond the Black Friday buzz.

Other Bites:

Baileys Treat Stop

The Baileys Treat Stop is coming to Covent Garden to help you #TreatUp your festive season. Don’t miss out on some delicious festive cocktails and some great workshops with some of London’s best cocktail makers.



Coca-Cola: Sleepovers

Coca-Cola are taking their iconic Christmas truck to the next level by offering people the chance to have a sleepover in partnership with You can watch your favourite festive film, eat a full Christmas dinner and even open a stocking full of presents.



Estée Lauder: Google Assistant

Estée Lauder have teamed up with Google Assistant on Google Home to deliver a new in-home beauty experience. In December the “Estée Lauder Nighttime Expert” experience will launch where users are encouraged to ask their Google Assistant to talk to the Nighttime Expert, which will then talk them through a night time skin care routine using a series of questions and answers. After this, people will be directed to an in-store Lauder counter where they will be able to have a free service using the brand’s Advance Night Repair Synchronized Recovery Complex II serum.