OrderFlow Research Reveals a 52% Decline in Black Friday Searches Since 2019

Last Updated on: 6th December 2023, 03:06 pm

As the Black Friday sales period draws to a close, e-commerce entities and retailers throughout the UK are gearing up to accommodate the seasonal surge in demand and finalise their promotional strategies for the period.

OrderFlow presents data highlighting a notable decline in UK interest towards the sales period in 2023.

Searches for Black Friday Dropped 52% Since 2019

Statistics from Statistica reveal that British consumers spent a total of £8.71 billion on Black Friday in 2022. Although this year remains a significant sales window, there are indications of a levelling off in the trend.

Analysis from Google Trends and Glimpse indicates that while Black Friday searches predictably peak on the day, there has been a steady decrease in search volumes since the high point of 2019, with projections for 2023 predicting a further decline.

Factors Behind the Decrease

The current economic climate in the UK may make consumers more responsive to Black Friday deals due to increased price sensitivity. Concurrently, a growing emphasis on saving money and minimising waste has propelled a 31% surge in search volume for second-hand platforms like Vinted compared to 2021. PwC‘s data suggests that only 20% of consumers plan to shop on Black Friday, with a mere 17% anticipating a deal on the day.

This trend underscores a growing disinterest in the sale period. Nonetheless, the data implies that there will still be a significant spike in demand, and it remains a substantial sales driver for numerous e-commerce stores.

Role of WMS Software in Managing Peak Demand

OrderFlow’s data indicates that searches for ‘WMS‘ typically rise post-sale season in the new year, as many seek improvements in stock management during quieter times of the year.

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