The recent surge in online sales in November preceding the latest lockdown in England has caught many by surprise. The IMRG Capgemini Online Retail Index report revealed a staggering 61% increase in online shopping activity during the first week of the month, marking the strongest year-on-year growth since June. This spike in e-commerce comes ahead of the mandated closure of non-essential stores on November 5, announced just days prior on October 31.
The rise in e-sales can be attributed to the beginning of the holiday shopping season and the anticipation of Black Friday deals. Retailers have jumped on the opportunity to kickstart their Black Friday promotions earlier this year, which has undoubtedly fueled the increase in online shopping activity even before lockdown measures were put in place.
Justin Opie, Managing Director at IMRG, noted that this early surge in online shopping signals a shift in consumer behavior, with many individuals starting their Christmas and Black Friday shopping sooner than usual. The extended Black Friday sales period, now spanning a month, has allowed retailers to better manage the heightened demand during the festive season.
Andy Mulcahy, Strategy and Insight Director at IMRG, stressed the importance of encouraging early online shopping in November to avoid potential delays and backlogs closer to Christmas. The proactive approach adopted by consumers in November bodes well for the industry in handling the expected influx of online orders leading up to the holiday season.
In conclusion, the record-breaking growth in online retail in November paints a positive picture for the industry, demonstrating consumers’ readiness to embrace e-commerce for their holiday shopping needs. As the landscape of Black Friday continues to evolve into a month-long event, retailers are adapting their strategies to meet the demands of the changing consumer behavior.
For more information on the latest trends in online shopping, visit Statista – Online Shopping Trends. To explore Black Friday deals and promotions, check out BlackFriday.com.
