Black Friday Shopping Trends in 2017 & Top Purchased Black Friday Items

Digital Marketing Statistics & Metrics

46% of Black Friday’ Purchases in UK Have Made Through Desktop Web Browsers, 2017 | KPMG

E-Commerce |

The Black Friday discount period in the UK – this year – extends up to a month for some retailers. Only 44% of total Black Friday’ purchases were made on the Friday itself, with the remaining purchases spread out over the wider ‘Black Friday’ period which varied greatly by retailers and by product category.

During Black Friday period, 46% of purchases have been done through a desktop browser, while only 18% have made by using mobile internet. Electronics, women’s and men’s clothing are the top three categories purchased on Black Friday with rates of 20%, 19% and 11% respectively.

It worth to be mentioned that, 49% of Black Friday purchases were motivated by price and 38% of respondents – who have made Black Friday purchases – made also comparisons with competitor’s prices or used price comparison websites. Moreover, 77% of those used the retailer’s online channel, including mobile.

46% of Black Friday' Purchases in UK Have Made Through Desktop Web Browsers, 2017 | KPMG

Graph Shows the Top Purchased Black Friday Items in UK, 2017

KPMG

Founded in 1987, KPMG is a global network of professional firms providing three lines of services: financial audit, tax and advisory. KPMG has over 200,000 outstanding professionals working together to deliver value in 154 countries and territories.KPMG firms develop a rich understanding of clients' businesses and the insight, skills and resources required to address industry-specific issues and opportunities.
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