Newly published statistics from previous Black Fridays have been released in the hope of lingerie retailers avoiding being left in the dark for one of the most important days in the retail calendar.
Despite the changes in promotion and participation strategies, last year’s results were still positive for Black Friday week itself with total sales up 8% in value and 6% in volume versus 2014. Week-on-week value sales grew 65% and volume 31%.
Last year’s Black Friday also saw a change in shopping behaviour compared to the previous year; there was a higher level of online sales with an increase of 21% in volume and value year on year.
GfK, market research specialists, who produced the statistics, stated that last year showed a change in how Black Friday was marketed by retailers and shopped by consumers.
Looking ahead to this year’s Black Friday, GfK will be releasing further figures, insight and trends on December 5 so that retailers can make last minute strategy changes.