Whilst relatively new to the UK, Black Friday has grown significantly in popularity year-on-year. Even though it’s become increasingly known that the deals consumers can get on Black Friday may not be better than later in the Christmas season, it doesn’t stop retailers running flash sales on and around the day.
Gimmick or the real deal, Black Friday has permeated our Isles. So we’ve set up a real-time tracker to show how 50 of the UK’s top retailers running Black Friday sales are fairing (track for yourself here: amp.co/blackfriday).
Online performance is difficult to predict because there are so many variables. We recommend approaching every day as if your website will fail. Then, you’ll have contingency plans in place to ensure it gets back up and running quickly.
Because of the hype, even if minor outages do occur, it’s likely that customers will tolerate short inconveniences, such as waiting in a ‘queuing’ system like Curry’s or Argos have done in the past.
Ensuring customers can get to product and checkout quickly is paramount on peak trading days. To create the best sale experience on your website, ensure that shoppers can quickly browse products and complete purchases with minimal hassle.
Mobile traffic and m-commerce continue to grow. With the launch of new and larger devices, consumers are shopping on their smartphones more comfortably. Unfortunately, minor development oversights can cause significant user experience issues, especially on sale days such as Black Friday. Brands fully optimised for mobile – such as House of Fraser, Burberry, Oasis and Warehouse – will convert mobile Black Friday shoppers more efficiently than retailers with less optimised mobile websites.