Black Friday Shocks: UK Online Sales Skidded 12%
In a surprisingly mellow Black Friday, UK shoppers went a bit quieter online. According to data from commerce‑protection specialist Signifyd, overall online sales dipped 12% from the frenzy of 2022.
Inflation Plays the Grinch
- Average spend per order barely nudged up – almost the same as last year.
- Fewer orders overall: a 10% drop in the total number of online purchases.
It looks like higher prices have been a real mood‑killer for shoppers, who are now more cautious about where to splurge.
Fraud? Gone!
On the bright side, fraud took a dramatic tumble. The number of suspected fraudulent orders fell 73% compared with last year – a huge relief for merchants.
Cyber Monday Leaves Something to Be Desired
Mid‑afternoon results still flagged a lackluster performance over the weekend. In Europe, Cyber Monday sales slipped 2% from 2022, following the 3% drop on Black Friday itself.
Discounts Still the Deal‑Maker
- Orders that used a discount code were up 88% from last year’s figures.
- About 12% of orders carried a discount by mid‑afternoon, compared with only 7% a year earlier.
These offers did manage to bring consumers back, but the bargains weren’t as generous as last year.
Price Cuts & Average Savings
A deep dive into 30,000 products revealed that the average price on Cyber Monday was 12% lower than in the first half of the year. Meanwhile, the typical discount was about 19.5% – down from 21.7% in 2022.
Overall, it’s a mixed bag: sales are down, inflation is holding people back, but the sting of fraud and a more generous discount game are still helping keep some consumers coming back for more.
EMEA Black Friday
Black Friday 2023 in Europe: The Silent Sales Showdown
Put on your sunglasses, because this year’s European Black Friday was a touch shy of the hype you’d expect. Even with the gaudy deals on every page, shoppers held back, treating their wallets like a game of “guess where you’ll find a sale?”
What the Numbers Tell Us
- Online sales dipped 3% YoY – a modest fall in the digital traffic burst that’s become the new Black Friday norm.
- Orders shrank by 3% too, even though the average spend per order stayed the same. So, fewer clicks but the same bang for the buck.
- Discount codes got a boom of 13% of orders – a jump from 7% last year – proving that people still love to feel like they’re cutting a hedge in the market.
- The average discount was lower than before: users got 19% off the average price (down from 20% a year ago). That’s the reason shoppers didn’t rush to the checkout like a herd of rams.
- Despite these savings, product sales slipped 7% – a clear sign that a little price relief can’t overcompensate for a frugal market.
Why Prices Didn’t Leap Over People
Even though the discount push helped trim average prices by 11% compared to the first half of the year, that was not enough to rouse demand to last year’s level. Think of it like a supermarket shelf: it’s cheaper, but if the quality isn’t top-notch, customers stay lukewarm.
Bottom Line
In a nutshell, European shoppers spent less, under the same per‑order spend, and walked home with less savings. They kept their winter coats and were content to trade in their digital wallets for a calmer burn. As for retailers? Maybe it’s time to mix a little flirtation into their marketing mix or chat with customers like they’re friends, not just numbers on a dashboard.
Saturday and Sunday provide a bright spot for European merchants
How the Weekend’s Done It Again
Merchants and bargain hunters looking for a silver lining—great news actually—have a new headline to chase over the holiday weekend: Saturday’s sales jumped 8 % over last year, and Sunday’s leapt even higher at 10 %.
Why Saturday & Sunday Matter (But Not as Much as Black Friday)
- These two days are the “breather” between Black Friday and Cyber Monday.
- Online spending during the weekend is impressive—but it’s about half of the volume that’s pumped in on Black Friday alone.
So while the weekend is looking solid, the real star—and the 50‑plus‑million‑dollar lead—still shines on Black Friday. Good news? Yes. Keep a close eye on the numbers: a little extra might still give you the edge before the next big wave rolls in.
Black Friday mobile sales took off in Europe
Mobile Onslaught: Black Friday Goes Full Mobile!
Why Your Phone Just Became the New Shopping Hero
In a spectacular tech‑takeover, over 70% of all Black Friday orders came straight from mobile devices. That’s a whopping 73% of the total—well above the season’s usual 70.5% mobile share. Your phone just outshone the big‑screen TVs and showroom windows!
- Phones aren’t just for texting—they’re now the ultimate shopping sidekick.
- Grab, tap, and pay: goodbye keyboard drama, hello instant gratification.
- In your pocket, the sales rockets don’t just launch—they just keep soaring.
So next time you hear your phone buzz, remember: it’s not just a notification—it’s your personal ticket to a Black Friday shopping sprint. Happy snapping!
Buy Now, Pay Later was one more sign of stressed consumers
BNPL Trends on Black Friday 2022
Buy‑now‑pay‑later saw a 3% rise in Europe during Black Friday, yet the total value of those orders fell 4% from the previous year. Meanwhile, shoppers added more items to each BNPL order — the average cart size jumped a whopping 24%!
What That Means for Shoppers
- More items per cart less expensive choices.
- Lower cost per order households are gaming the system: spreading payment pain and trading down.
- Customers are buying more, but for less.
Bottom‑Line Takeaway
BNPL helped folks keep their wallets lighter for the moment, while nudging them toward smaller‑price items across the holiday haul.
