INside Performance Marketing
Black Friday Becomes Permanent UK Fixture
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Black Friday Becomes Permanent UK Fixture

Data from performance marketing network, Affiliate Window, has gone some way to prove that Black Friday is no longer just another US import.

Traditionally known as the last Friday before Thanksgiving, Black Friday has been increasingly embraced by UK shoppers. Affiliate Window’s data revealed sales revenue on November 29 this year exceeded 2012’s figures by over 50%.

Rising average order values will have contributed heavily to this. Among the 1,500 retailers on the network there was an increase of 22% in the amount the average shopper spent across both Black Friday and Cyber Monday.

In 2012, Black Friday accounted for 44% of the revenue recorded across the two days. It and Cyber Monday are now said to be neck and neck thanks to average sales rising by 26% to £17.20, another sign of UK consumers’ willingness to spend growing.

Economic recovery

The average shopper’s spend was of particularly note to Affiliate Window’s strategy director, Kevin Edwards, who thought it was evidence of a UK economy that might be turning around for the better.

“It is also worth considering how much the average basket grew by this year, perhaps highlighting growing consumer confidence in the state of the economy as well as a greater willingness to purchase online,” Edwards said.

One clothing brand, attached to Affiliate Window’s network, witnessed 76% year-on-year revenue growth and a 62% flourishing in its sales after running a code that began on Friday to bolster average order value.

After running promotions with publishers, another retailer is said to have seen a 300% increase in commission payout and a 250% rise in revenue on Black Friday. Yet on Monday, it recorded a slight dip.

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Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for performancein.com

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