The second coronavirus lockdown and Black Friday fuelled the highest online sales growth since 2007 in November.
Online retail sales surged by 39% year on year and 58% month on month boosted by early discounts in the run up to Black Friday, according to the latest IMRG Capgemini Online Retail Index. Lucy Gibbs, managing consultant – Retail Insight, Capgemini, said: “The first few weeks in November were particularly strong, as retailers started their discounts significantly earlier than previous years. The second lockdown meant that high street doors were closed once again across England, and the focus online meant that retailers needed to spread the demand across the period to cope with peak sales.
“This year has seen a shift in consumer demand in product categories; electricals and home continued to outperform in November, boosted by entertainment releases and the outlook of winter nights ahead. Increased spending over the holiday period may also provide relief for some retailers from customers who have been able to save throughout lockdowns; we have seen that the basket value was 30% higher this November than in 2019. As we move into December, online and operations will be a differential in the run up to Christmas and although spending patterns remain unpredictable for the foreseeable future, there is no doubt that the significance of digital-led shopping experiences and habits are here to stay.”