“Black Friday Week” gives brands major spend boost
Figures show spending surge among brands which extended Black Friday sales
Black Friday saw significant spend increase, though slightly down compared to last year
23 December 2015: Brands stretching Black Friday sales in the UK across multiple days saw significant increases in spend during that period compared with other retailers, new data released today has shown.
These brands saw a 55% spend increase in the week of Black Friday, compared with the previous week. In contrast, spend on brands which limited sales to just Black Friday increased by 21%. The week prior, week commencing 19th November, also saw a spending boost of 13% for brands extending Black Friday, up on the 8% increase seen by other retailers.
Overall, spending was up 38% in the week of Black Friday compared with the previous week. This is down on the same weeks last year, which saw a 48% increase.
The findings also shed light on how last year’s Black Friday became a busier shopping week than the run-up to Christmas. Last year, spend during the week of Black Friday was 18% higher than the week before Christmas.
The data comes from Cardlytics, a purchase-based data company, which has analysed the spending behaviour and shopping habits of 17 million active accounts of banking customers around Black Friday.
Jill Dougan, UK Managing Director of Cardlytics, said: “Black Friday remains a significant moment on the UK shopping calendar and its transformation into “Black Friday Week” is clearly proving popular with shoppers. These findings show the size of the opportunity for brands to engage with new and existing customers.”
The findings also show how the number of shopping trips increased by 18% during the week of Black Friday. This was down slightly on the 27% increase seen last year in the same week.
John Conway, Director of Advertiser & Bank Analytics at Cardlytics, added: “While some brands have invested less in Black Friday this year, digging into the statistics reveals how much of an impact it can have on spending. Those which extended Black Friday across several days have made significant gains.”
*Cardlytics does not have access to any personally-identifiable information such as name, age, gender, address etc. All customer level data remains behind bank firewalls.
**Based on a sample displaying close-to-median spend and removing any socio-economic bias related to discretionary income
Notes to editors
The figures are based on the spending data of 17 million active accounts of UK bank consumers. Spend was tracked on a weekly basis.
Cardlytics® is a purchase-based data intelligence platform that makes marketing more relevant and measurable. Our patented technology measures and connects trillions in purchases to millions of consumers. We partner with major financial institutions, including Bank of America, Lloyds Banking Group and FIS, to provide Card-Linked Loyalty programs, which deliver savings to customers and revenue to banks, securely and without any personally identifiable information ever leaving the bank. Our view into consumer spending, and purchase-based targeting and measurement, helps thousands of companies in the US and UK connect advertising directly to in-store sales lift. Headquartered in Atlanta, Cardlytics also has offices in London, New York, Chicago, and San Francisco. For more information, visit www.cardlytics.com.
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