Last Updated on: 22nd November 2023, 06:44 am
As Black Friday draws closer, UK consumers are planning to curb their spending and optimise their online shopping experience to make the most of the discounts available come November.
Data from Esendex has found that 78% of UK shoppers will stop spending for up to a month before Black Friday, with 51% of consumers wanting to hear about the event up to two weeks in advance and 28% wanting news one month ahead.
Chris Gorman, Head of Professional Services at Esendex, believes that SMS and email are the most popular channels for personalised marketing, with WhatsApp becoming increasingly popular. “With 48% of people being on their phones between four and eight hours a day and seven in ten checking any unread notifications in less than five minutes, SMS and WhatsApp are two of the quickest ways to grab the attention of customers.”
Ecommerce has levelled the field for small and large retailers, enabling them to reach a larger audience. Building a smooth online experience is essential in order to improve brand credibility and make promotional campaigns more cost-effective.
UK consumers are exposed to an estimated 6,000 to 10,000 ads a day, so retailers need to be creative in order to stand out. Shoppers looking for a bargain will search on multiple channels, with those using four or more platforms spending 9% more with a business than single channel shoppers.
Rather than relying solely on discounts, small retailers can offer convenience and an exceptional customer experience to win customers over. With this in mind, retailers of all sizes are gearing up to make the most of the online shopping bonanza this Black Friday.