Upcoming Shopping Day to Yield an Increased Average Order Value of £122

London, UK – November 17, 2015 – Emarsys, a leading global provider of cloud marketing software for B2C companies, today released its Black Friday 2015 UK data shoppers will almost double their spend on clothing and accessories with an average order value for online retailers increasing to £122.

Emarsys’ data is based on the online sales habits of eight million UK consumers from last year’s Black Friday against the daily average of shopping figures from September 2014 to September 2015. This year’s Black Friday is estimated to be the UK’s first online shopping day to break £1billion, according to digital commerce consultancy, Salmon*.

Key findings of the data include:

  • The total number of UK consumers who will make a purchase will increase by more than 400 per cent, with an average order value rising by 118 per cent;
  • There will be nearly a 500 per cent increase in clothing, accessories, sports and outdoor goods purchases, with average order value increasing by £20; and
  • An increase in health and beauty product purchases, with average order value increasing by £15.

Steven Ledgerwood, Managing Director, UK at Emarsys comments: “Black Friday is the opportunity to increase revenue and conversion rates from new and existing customers. By combining big data and technology with a creative human touch, retailers e-commerce sites and brands can reinforce their current customer relationships and start new ones — using a more personalised approach to communications ensuring their Black Friday investment creates long-term ROI.”

To take full advantage of the opportunities of Black Friday, Emarsys believes retailers, e-commerce sites and brands must make use of the big data provided by their customers throughout the year — to ensure they are targeting shoppers with relevant offers through large-scale automation. This will help increase revenue, conversions and ultimately, ROI.

“If retailers ignore their customers on Black Friday, they could miss out on the opportunity to increase their sales on the most significant shopping day of the year,” added Ledgerwood.

Editors’ Note:
Raw data is available upon request.