black friday 2016 - gfk · © gfk october 7, 2016 | black friday 2016: insight to empower your...
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1 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Black Friday 2016 Insight to empower your business
2 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
What happened last year?
3 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Black Friday shoppers head to the web with online taking 75%
of the growth
Last year saw retailers taking differing approaches to Black Friday; some didn’t participate, some promoted early and for longer, and
some marketed without actually using the words “Black Friday”. Despite the differing approaches, consumers responded and based on
the GfK Point of Sales Tracking weekly data, Black Friday 2015 was the biggest yet for consumer durables.
Total sales were up +8% in value and +6% in volume Year-on-Year (YoY). When comparing to the previous week, week-on-week
(WoW*), there was an uplift in value of +65% and +31% in volume. In fact the week of Black Friday 2015 was the biggest sales week of
2015 to date, performing +62% better than the previous highest value week.
In 2014 Black Friday madness arrived in the UK, with some ugly scenes in stores and negative media. This year learnings were applied
and as a result the in-store shopping experience was more civilized, with orderly controlled queues forming outside some stores on
Friday morning.
However, the real story in 2015 is that the majority of consumers avoided the in-store chaos of previous years and moved to shopping
online. Online sales outperformed the total market sales with growth of +21% in both value and volume (YoY). With +33% of value and
+27% volume going through online, internet sales made up a whopping +75% of the overall value increase for this Black Friday.
4 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Michael McLaughlin
Head of Retail UK & Ireland
Regional Retail Director UK,
Nordics & Baltics
Black Friday shoppers head to the web with online taking 75%
of the growth
Michael McLaughlin Head of Retail UK & Ireland
Regional Retail Director UK, Nordics & Baltics
Many consumers consciously delayed making purchases in anticipation of the Black
Friday deals, with sales for the week prior to Black Friday down -7% in value and -6%
in volume. This decline in volume was not seen in the week before Black
Friday 2014.
As Christmas was just a few weeks away, it wasn’t surprising to see gifting items high
up on many peoples shopping lists. One of the must-have products, wearable
technology, saw growth of +158%.
Action cameras saw an increase of +182%, and the ongoing resurgence in turntable
sales continued at +121%. Health and wellbeing products were also in great demand
with massage up +58% and balneo therapy (including foot spas) +56%.
TVs were one of the most fought after products last Black Friday and despite strong
comparisons, TV category sales were still up +26% YoY both in-store and online. This
was largely driven by 43-50 inch models up +202% and 26-32 inch up +40%.
Consumers traded up online with +35% of 50 inch plus TVs being sold in value.
5 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Week 45 Week 46 Week 47 Week 48 Week 49 Week 50 Week 51 Week 52
Mark
et
Siz
e (
Valu
e £ )
2013
2014
2015
Black Friday is increasing in importance every year
Value Sales – GfK Weekly Leaderpanel – Weeks 45 - 52
Black Friday Boxing Day
EXAMPLE
6 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Top growth product groups – Black Friday 2015 vs 2014
GfK data. GfK Electronic Point of Sales Tracking, weekly data, Black Friday YoY comparisons are week 48 2015 vs. 2014 (dates 22/11/15 - 28/11/15 vs. 23/11/14 -29/11/14) and WoW comparisons are week 48 2015
(22/11/15 – 28/11/15) vs. week 47 2015 (15/11/15 – 21/11/15). *GfK Online Pricing Intelligence (OPI), data based on daily Black Friday sales 27/11/15 vs. 28/11/14.
The real deal on UK Black Friday 2015
?
Total market and online YoY growth
2016
TV’s 43” – 50”
202%
Week on Week – The volume of
price changes
The discount % on the price changes
+28%
-12%
Total online pricing*
2015 vs. 2014
Action Cams
182% Wearables
158% Turntables
121% Vacuum Cleaners
56%
2016
2015
2014
Week 48 Online Share
41%
32%
23% Total
Market Growth
Week 48 2014 Week 48 2014
In 2014 consumers went mad for Black
Friday deals, with fights breaking out
and stores getting trashed. However in
2015 the shopping experience was
much more civilised, as consumers
formed orderly queues to take
advantage of the Black Friday deals.
With more and more shoppers going
online to get the best deals, we saw
online performance grow by +26% in
both value and volume (YoY).
In this infographic we look specifically at
the key trends of Black Friday and how
2015 performed compared to 2014.
26% Online Growth
8% Total
Market Growth
21% Online Growth
7 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Retail sales tracking data – Black Friday 2016
8 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Options Available Categories Available from What it includes What will it answer
Your guide to Black Friday
2016 –
What happened?
Consumer Electronics
IT & Office
Mobile Telecoms
Small Domestic Appliances
DIY & Garden
5th December
Learn what happened on Black
Friday 2016. Benchmark your
performance against the market.
Using:
Retail Sales
Tracking data
Online Price Intelligence data
What were the overall sales on key
consumer
durables categories?
How did markets perform vs. last year?
What were the winners and losers across
categories, brands and models?
How much was sold online
vs. offline
What are the consumer trends driving the
path of purchase?
Cannibalisation of other
sales cycles
What would you receive?
9 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
What would you receive?
Hitlists
Top 10 selling models for each category
Market size
Including year-on-year growth comparisons for
top 3 product groups by category
Internet performance
Understand the importance of online to the
market and your Black Friday sales
Brand mix
Brand share and growth including
benchmark to see the best performing brands
during this period
Retailer Analysis
Compare your performance to the
market, with specific analysis tailored to
your performance
1
2
3
4
5
Online Price Intelligence Data
Compare your performance to the market 6
10 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Leaderpanel - Top 3 Product Groups by Value with ASP
Product
Group A
Product
Group B
Product
Group C
£XXm
£XXm
£XXm
£xx(2016 ASP) £xx (2016 ASP)
£xx (2016 ASP)
Market & Internet Size & Growth + benchmark
Hitlists
Panelmarket Retailer
Model Brand Total
Rank
Sales
GBP
Sales
Value %
Sales
Units
Sales
Units %
Price
GBP
Value
% Cum.
Units
% Cum.
Bench
Rank
Sales
GBP
Sales
Value %
Sales
Units
Sales
Units %
Price
GBP
Value %
of Mkt
Units
%
of Mkt
Model 1 Brand A ◄► 1 820,621 9.5 1,299 2.8 631.73 9.5 2.8
Model 2 Brand B ◄► 2 593,501 6.9 1,126 2.4 527.09 16.4 5.3
Model 3 Brand C ▲2 3 502,280 5.8 1,977 4.3 254.06 22.3 9.5
Model 5 Brand B ▼1 4 495,024 5.8 1,547 3.4 319.99 28.0 12.9
Model 6 Brand B ▼1 5 430,405 5.0 701 1.5 613.99 33.0 14.4
Model 7 Brand D ◄► 6 393,431 4.6 1,075 2.3 365.98 37.6 16.7
Model 8 Brand C ▲2 7 384,375 4.5 2,431 5.3 158.11 42.0 22.0
Model 9 Brand A ▲2 8 346,388 4.0 2,315 5.0 149.63 46.1 27.0
Model 10 Brand C ▼2 9 325,688 3.8 603 1.3 540.11 49.9 28.3
Top 3 leaderpanel Product Groups by YoY Value Growth
Product
Group A
xx%
xx%
Market
Retailer
Product
Group A
xx%
xx%
Product
Group A
xx%
xx%
EXAMPLE
11 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Brand Mix & Growth + benchmark
xx%
xx%
xx%
xx%
xx%
xx%
xx%
xx%
xx%
xx%
Brand A
Brand B
Brand C
Brand D
Brand E
Retailer
Total Market
Online Price Intelligence Data
YoY Intraday Price Change
Comparison
Comparing the number of price changes that occurred
throughout the day on Black Friday 2016 vs. 2015
WoW Price Change
Comparison
Comparing the number of price changes on Black Friday to week
before
YoY Price Change
Comparison
Comparing price changes on Black Friday 2016 vs. 2015
Average
Price Cut Comparing the highest prices recorded on the week before Black
Friday, to the lowest recorded on Black Friday itself
xx% xx% xx% xx%
EXAMPLE
12 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Consumer response – Black Friday 2016
13 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
What will you receive?
Options Available Categories Available from What it includes What will it answer
Your guide to Black Friday
2016 – What happened
and why?
Consumer Electronics
IT
Mobile Telecoms
Small Domestic Appliances
DIY & Garden
5th December for initial
Retail Sales Tracking
report. 16th December
for full report.
Learn what happened on Black
Friday 2016 & why
Includes:
Retail sales Tracking
Online Pricing Intelligence data
General consumer response to
Black
Friday event
Retail Sales Tracking Report plus…
Which demographics engage with Black
Friday?
Who drives sales volume?
How much was sold online vs. offline and
what are the consumer trends driving path of
purchase?
Is Black Friday now part of consumer
planning cycles?
How might it impact the coming Boxing
Day/January sales period?
How much of the purchasing done was
planned vs. impulse?
Did it live up to expectations?
Your guide to Black Friday
2016 – What happened
and why?
Consumer Electronics
IT
Mobile Telecoms
5th December for initial
Retail Sales Tracking
report. 16th December
for full report.
Made to your needs and objectives
Includes:
Retail sales Tracking
Online Pricing Intelligence data
General consumer response to
Black Friday event
Detailed consumer response
and behaviour in your category
The above plus…
What did they buy? Where from?
Category/brand specific planning levels?
When does planning start?
What where the triggers to, and influencers
of purchase?
Perceived vs. actual savings – do consumers
feel they are still getting a bargain?
How to target impulse/additional sales as
opposed to savvy shoppers?
…and much more
14 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business