black friday and peak trading insights
TRANSCRIPT
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.
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