How Black Friday is shaking up retailFIVE LESSONS FOR 2017

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Black Friday was undoubtedly one of the biggest discounting events the UK market has ever seen.

Still very much in its infancy having only reached UK shores five years ago, the breadth and depth of discounts on offer for consumers was striking and those retailers choosing not to take part were very much in the minority.

So, in the aftermath of one of the UK’s most successful ever retail events, Retail Week offers five lessons that can be learnt from this year’s Black Friday…

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Black Friday 2016 – has the UK finally caught on?

Whether you are going to join in with Black Friday fever or if you’d rather stick by your prices, it is important to make your intentions known.This way you can avoid angry shoppers taking to social media to complain about buying full-priced items only to find them discounted days later, or have to manage a flurry of returns as consumers buy the same item twice to take advantage of a deal.Click here to access the full guide

1.Communication is key

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It was no surprise to see the percentage of online retail sales made through mobiles continued to grow this year, therefore it is increasingly important to ensure your site is mobile optimised and your apps are up to scratch.

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2. Mobile is where it’s at

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Not all product categories are well-suited to heavy discounting and so retailers must pick their battles wisely when it comes to selecting which items to reduce. This year electricals were a clear winner, with Sonos Play 1, GHD hair straighteners, Samsung TVs and KitchenAid products all highlighted as bestsellers by John Lewis.

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3. Choose your products wisely

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Shop Direct boss Alex Baldock told Retail Week that 70% of new credit customers on Black Friday 2015 purchased from the group again within 12 months. So make sure you impress the new consumers that you tempt in with juicy deals with your customer service, efficiency and expertise to clinch their future custom and keep them coming back.Click here to access the full guide

4. Keep hold of new customers

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Offering days upon days of deals proved a popular choice for retailers this year and it is clear to see why. Not only did it please customers, giving them more discounts to choose from and more time to buy, but it also led to an increase in sales for retailers and, importantly, it helped spread demand.

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5. Spread demand

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Want to find out more?In this latest interactive guide, Retail Week, in association with PCA Predict, uncovers an in-depth analysis of this year’s event including how retailers planned for it and how consumers chose to shop.

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