Black Friday 2024 in the UK: Falling Below Expectations

Over the weekend, I have been waiting for sales to pickup on one of the accounts I’m managing. But it never did. As a matter of fact, there was only a minimal increase in sales week over week. It was concerning to say the least because if there was no significant increase in sales during Black Friday, holiday shopping season won’t be contributing a lot as well.

Over the weekend, I closely monitored one of the accounts I’m managing, hoping to see a significant spike in sales. Unfortunately, that surge never came. In fact, there was only a minimal week-over-week increase in sales.

This trend is concerning, to say the least. Black Friday is typically a major driver of revenue, and a lackluster performance during this key shopping period raises red flags. If sales fail to gain traction during such a pivotal event, it’s hard to be optimistic about the rest of the holiday shopping season contributing much to overall growth.

Here are a few reasons that could explain this underperformance–

Amazon’s Early Black Friday Deals

Amazon’s announcement of early Black Friday deals, starting a full week before the actual event, seemed like a strategic move to dominate sales. However, this extended promotion may have contributed to a diluted shopping experience. Shoppers, who previously concentrated their spending on one day, spread purchases across a longer period. This reduced the sense of urgency traditionally associated with Black Friday and may have left many retailers struggling to generate a dramatic sales spike.

Economic Strain and Inflation

UK consumers are feeling the pinch of a cost-of-living crisis, with rising energy bills, food prices, and housing costs taking a toll on disposable incomes. As a result, even deep discounts couldn’t convince shoppers to spend on non-essential items. Many opted to prioritize necessities over indulgent purchases, leading to a muted response to Black Friday deals.

Deal Fatigue and Pricing Skepticism

With deals now running for weeks, consumers may be experiencing “deal fatigue.” The lack of transparency in some promotions also contributed, as savvy shoppers used price tracking tools to confirm whether discounts were genuine. This skepticism further slowed spending.

What Sellers Can Learn

The results are a reminder that even established strategies can falter in today’s evolving retail landscape. Economic challenges, changing consumer behaviors, and heightened competition mean that sellers must adapt quickly to remain competitive. The muted Black Friday performance underscores the importance of strategic planning and the need to manage expectations during this critical quarter.

While the numbers are disappointing, they also serve as a wake-up call to rethink how to engage shoppers effectively in a challenging market. To succeed, brands must adapt by offering genuine value, leveraging strategic marketing, and focusing on customer trust. A longer promotional period requires a shift from short-term tactics to sustainable strategies that keep customers engaged throughout.

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