Retail analyst, IMRG, expects Black Friday sales to rise by nearly 13% to more than £8bn over the eight days starting from 19 November.
Sales activity continues to be at its peak for this period on the actual day itself, with sales expected to reach £1.54bn on Black Friday (23 November).
However, IMRG advises retailers to start campaigns now, and run offers for an extended period (at least the weekend) to help ease the pressure on their operations.
The actual period that the term, ‘Black Friday’, can technically refer to is not fixed, but the peak period for sales activity related to the event tends to fall between the Monday before Black Friday, extending over an eight-day period to the following Monday (Cyber Monday.
Black Friday is still expected to be by-far the busiest day during that period.
While, in 2014, Black Friday campaigns were typically just specific to the day, in 2015 it extended over a long weekend and in 2016 several stretched their campaigns over a whole week.
Over the past two years it has also became common for retailers to ‘soft-launch’ their Black Friday campaigns.
This involves either promoting deals that reference the main event but do not form part of an official campaign or, more subtly, changing elements on retail site pages to become black to instil the idea psychologically in shoppers’ minds that the deals available are Black Friday-quality.
Last year’s Black Friday weekend was the most successful in history for online retailers in the UK, with research revealing top companies reported on average a 23% boost in year-on-year revenue.