Black Friday and Peak Trading Insights

ADDITIONAL ON-THE-DAY OBSERVATIONS

1. People didn’t go to the stores; they were shopping online.

2. Order action started early.

3. Flash sales are good, but all-day selling is better.

4. Online ecommerce systems have many moving parts.

5. Performance is both front-end and back-end.

Black Friday is now firmly in the psyche of UK

shoppers. Looking ahead, retailers need to

understand how to manage the surge in online

demand in a smooth and profitable way.

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PREPARING ECOMMERCE CLIENTS FOR PEAK TRADING

The phenomenon known as Black Friday is now both a fixed feature and the highlight of the peak trading

calendar, along with Cyber Monday and the Christmas period.

Salmon accurately predicted Black Friday 2015 as Britain’s first £1bn online shopping day – a fact recognised

by IMRG and Experian. We also helped enable this record sales volume, supporting ecommerce platforms of

many world-leading retail brands. Here are some key observations to help enhance your planning.

©2016 Salmon Ltd. All rights reserved.

* These graphs display an accurate indication of trends. For client confidentiality purposes we have not presented exact order/sales numbers.

SALMON’S BLACK FRIDAY 2015 INSIGHT

Black Friday sales started with an early spike just

after midnight to 1.00am. The busiest order period,

however, was 8.00am to 9.00am where the

Salmon Peak Operations Team was overseeing

900+ orders a minute.

BLACK FRIDAY ORDERS BY THE HOUR

As per 2014 there was a significant 7x spike in

sales and orders during the Black Friday period.

The only di�erence from 2014 was that orders

and sales started increasing significantly on the

previous day.

COMBINED SALES AND ORDERS 2015

Exploring the relationship between sales and

orders, Black Friday week had an ecommerce

conversion rate of 1.86% which is a 66% increase

on the previous week.

Compared to Boxing Day, Black Friday showed a

remarkable 75% increase in conversion rate.

CONVERSION RATE

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140

120

100

80

60

40

20

Sales 2015 Orders 2015

2.60%

2.40%

2.20%

2.00%

1.80%

1.60%

1.40%

1.20%

1.00%

0.80%

0.60%

0.40%

0.20%

0.00%

Time of Day

60

50

40

30

20

10