英国黑色星期五市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS

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BRANDSBlackFridayintheUKCHAPTER

01ChristmasseasonoverviewTotalvalueofChristmassalesintheUnitedKingdom(UK)from2016to2022,withaforecastfor2023(inbillionGBP)ChristmassalesintheUnitedKingdom(UK)2016-20239084.984.1783.1382.279.778.6977.5676.9180706050403020100201620172018201920202021202220233Description:ThisstatisticshowsthevalueofChristmassalesintheUnitedKingdom(UK)from2016to2022,withaforecastfor2023.SalesduringChristmasintheUKreachedapeakat84.17billionBritishpoundsin2021.In2020,withtheimpactofthecoronavirus(COVID-19)pandemicandlockdownrestrictions,Christmasretailsaleshaddroppedtoavalueof79.7billionBritishpounds.Forecastfor2023suggeststhatretailsalesduringtheChristmasperiodcouldamountto84.9billionBritish[...]

ReadmoreNote(s):UnitedKingdom;2016to2023Source(s):CentreforRetailResearch;GlobalData;VoucherCodes.co.ukAveragespendingonChristmasgiftsintheUnitedKingdom(UK)from2019to2022,withaforecastfor2023,bycategory(inGBP)AverageChristmasgiftsspendperheadintheUK2019-2023,bycategory2019202020212022*20236050403020100ToysConsumerelectronicsClothing/footwearMoney,giftcards&vouchersCosmeticsBooks&entertainmentAlcohol&confectioneryJewelleryOther4Description:Inthe2023holidayseason,theaverageChristmasspendingongiftsintheUnitedKingdom(UK)wasforecasttobeslightlylowercomparedtothepreviousyear,althoughthiswasn'tthecaseforallcategories.In2023,UKconsumerswereexpectedtospendthemostmoneyontoys,ataround41Britishpoundsonapercapitabasis.In2021,consumershadspentthehighestamountonconsumerelectronics.

ReadmoreNote(s):UnitedKingdom;2019to2023Source(s):CentreforRetailResearch;GlobalData;VoucherCodes.co.ukForecastChristmasspendingpercapitaintheUnitedKingdom(UK)in2023,byregion(inGBP)AverageChristmasspendingperheadintheUK2023,byregionAveragespendinginBritishpounds300

400

500

60001002007008009001,0001,100LondonSouthEast973.38858.87EastofEnglandScotland803.54752.1791.25SouthWestWestMidlandsNorthWest710.34745.24728.57691.96EastMidlandsYorkshireandHumbersideWales757.72NorthernIrelandNorthEast699.51698.015Description:Accordingtoarecentstudy,averagespendingperheadduringtheChristmasperiodin2023isexpectedtovarybetweenjustbelow700BritishpoundsinNorthEasttoaround973BritishpoundsinLondonintheUnitedKingdom(UK).

ReadmoreNote(s):UnitedKingdom;2023Source(s):GlobalData;VoucherCodes.co.ukShareofconsumerswhosaidtheywouldshopduringNovembersaleseventsworldwidein2023,bycountryConsumersplanningtoshoptheNovembersaleseventsworldwide2023DefinitelyProbablyProbablynotDefinitelynotDon`tknow120%100%80%60%40%20%0%5%10%5%8%6%9%9%9%9%11%13%6%5%9%13%12%11%13%18%18%19%34%39%39%34%35%37%32%37%43%US39%38%28%27%UK20%PolandCanadaGermanyAustraliaSwitzerland6Description:IntheUnitedStates,acombinedshareof78percentofconsumersintendedtoeitherdefinitelyorprobablyshopduringNovembershoppingeventssuchasSinglesDay,BlackFriday,andCyberMondayin2023.ThissharewasalsostronginCanada,aswellasPolandandGermany.ReadmoreNote(s):Worldwide;October2023;7,022respondents;allrespondentswhoknowaboutBlackFriday/CyberMondaySource(s):BCGShareofconsumersexpectedtomakecutstotheirholidayseasonspendingfornon-foodpurchasesworldwidein2022and2023,bycountryConsumersexpectingtoreducenon-foodholidayseasonspendingworldwide2023202279%202378%80%70%60%50%40%30%20%10%0%74%73%73%73%72%70%66%62%62%59%57%54%54%47%USCanadaAustraliaUKGermanyFranceSpainItaly7Description:In2023,anincreasednumberofconsumerssaidtheyexpectedtomakecutstotheirnon-foodproductpurchasesduringtheholidayseason,whichincludessaleseventslikeBlackFridayaswell.IntheU.S.,thissharewasat73percent,whileinthepreviousyeararound60percentofthosesurveyedsaidtheywouldreducetheirspendingforsuchexpenses.IntheUK,ashighas79percentofconsumersexpectedtospendlessordelaytheirnon-foodrelatedpurchasesthisholidayseason.

ReadmoreNote(s):Worldwide;August2022;morethan8,000Source(s):PacklinkPRO;RetailEconomicsCHAPTER

02SpendingValueofspendingoverBlackFridayweekendintheUnitedKingdom(UK)from2016to2022,withaforecastfor2023(inbillionGBP)BlackFriday:expectedspendingintheUnitedKingdom(UK)2016-2023OnlineOffline8.57Total1098765432108.718.748.648.297.957.787.285.424.84.84.774.814.814.654.493.93.933.773.483.223.133.182.79201620172018201920202021202220239Description:ThisstatisticshowsthevalueofspendingoverthecourseoftheBlackFridayweekend(fromFridaytoCyberMonday)intheUnitedKingdom(UK)from2016to2022,withaforecastfor2023,brokendownbyonlineandofflinespending.Consumersareexpectedtospendatotalof8.74billionBritishpoundsoverthecourseoftheBlackFridayweekendin2023,3.9billionofwhichwillbespentinstores.ReadmoreNote(s):UnitedKingdom;2016to2023Source(s):CentreforRetailResearch;GlobalData;VoucherCodes.co.ukAverageplannedspendforBlackFriday/CyberMondaysalesinGreatBritain2023,bygeneration(inGBP)AverageplannedspendforBlackFridaysalesinGreatBritain2023,bygeneration2001761801601401201008015513160604027200GenerationZMillennialsGenerationXBoomersSilentgeneration10Description:ThisstatisticshowstheresultsofasurveyinwhichrespondentsinGreatBritainwereaskedhowmuchtheyplantospendontheBlackFriday/CyberMondaysalesin2023.GenerationZwerelikelytobethebiggestspendersonBlackFriday2023,withaplannedspendof176poundsonaverage.Thisplannedspenddecreasedwitheachgeneration.ReadmoreNote(s):UnitedKingdom(GreatBritain);September29toOctober2,2023;2,000respondents;BritishadultsSource(s):AverageplannedspendforBlackFriday/CyberMondaysalesinGreatBritain2023,bygender(inGBP)AverageplannedspendforBlackFridaysalesinGreatBritain2023,bygender14012912010080604020098MenWomen11Description:ThisstatisticshowstheresultsofsurveyinwhichrespondentsinGreatBritainwereaskedhowmuchtheyplantospendontheBlackFriday/CyberMondaysalesin2023,brokendownbygender.MenexpecttospendmoreonBlackFriday2023thanwomen,averagingatjustunder130Britishpounds.ReadmoreNote(s):UnitedKingdom(GreatBritain);September29toOctober2,2023;2,000respondents;18yearsandolder;BritishadultsSource(s):AverageplannedspendforBlackFriday/CyberMondaysalesintheUnitedKingdom(UK)2023,byregion(inGBP)AverageplannedspendforBlackFridaysalesintheUK2023,byregion200181.3318016014012010080149.74145.99143.58137.28117.22103.4198.1393.0184.5671.9660.056040200GreaterLondonWalesWestMidlandsNorthern

NorthEastIrelandScotland

NorthWest

Yorkshire

SouthEastEastMidlandsEastAnglia

SouthWestandTheHumber12Description:ThisstatisticshowstheresultsofsurveyinwhichrespondentsintheUnitedKingdom(UK)wereaskedhowmuchtheyplantospendontheBlackFriday/CyberMondaysalesin2023,brokendownbygeographicalregion.ThosefromGreaterLondonplannedtospendthemost,averagingover181Britishpounds,followedbyWalesandtheWestMidlands.Incontrast,thosesurveyedfromtheSouthWestwerelikelytospendtheleast,averagingjustover60pounds.

ReadmoreNote(s):UnitedKingdom;October2023;2,000respondents;18yearsandolderSource(s):Year-over-year(y-o-y)salesgrowthinBlackFridayweekendintheUnitedKingdom(UK)from2019to2022,withaforecastfor2023(bychannel)BlackFriday:salesgrowthbychannelintheUnitedKingdom(UK)2019-2023OnlineOffline30%20%10%0%26.5%21%13.6%8.3%1.3%0.9%-0.2%-0.1%-10%-20%-30%-40%-11.2%-33.7%2019202020212022202313Description:Thisstatisticshowstheyear-over-yeargrowthinonlineandofflinesalesoverthecourseoftheBlackFridayweekend(fromFridaytoCyberMonday)intheUnitedKingdom(UK)from2019to2022,withaforecastfor2023.OnlineBlackFridaysalesgrewsignificantlyin2020andafurther13.6percentin2021.In2023,salesareexpectedtoremainroughlythesame,withofflinesalesgrowingbyjustunderonepercent.Afterstronggrowthin2020and2021,onlinesalesfellin2022andarealso[...]

ReadmoreNote(s):UnitedKingdom;2019to2023Source(s):GlobalData;VoucherCodes.co.ukCHAPTER

03PurchasechannelsDistributionofexpectedspendingoverBlackFridayweekendintheUnitedKingdom(UK)from2019to2022,withaforecastfor2023,bychannelBlackFriday:expectedspendingbychannelintheUnitedKingdom(UK)2019-2023OnlineOffline120%100%80%60%40%20%0%37.3%40%44.7%45%56%62.7%202160%55.3%202255%44%20192020202315Description:TheshareofonlinespendingoverthecourseofBlackFridayweekendspendingintheUnitedKingdom(UK)hadaconsiderablegrowthin2020andconstituted60percentoftotalspending.Itpeakedat62.7percentin2021,butby2023offlinespendingisexpectedtoreclaimsomeofthisshare,risingto45percent.ReadmoreNote(s):UnitedKingdom;2023Source(s):GlobalData;VoucherCodes.co.ukExpectedofflineandonlinespendoverBlackFridayweekendintheUnitedKingdom(UK)in2023(inbillionGBP),bydayBlackFridayweekend:expectedofflineandonlinespendintheUK2023OnlineOffline2.01.81.61.41.21.00.80.60.40.20.01.861.81.551.41.150.98BlackFridayCyberWeekendCyberMonday16Description:ThisstatisticshowstheexpectedofflineandonlinespendoverthecourseoftheBlackFridayweekendintheUnitedKingdom(UK)in2023.Onlinespendingisexpectedtoreach1.86billionBritishpoundsonBlackFriday,whileoffline(in-store)spendingispredictedtobeonlyaround1.15billionBritishpounds.ReadmoreNote(s):UnitedKingdom;2023Source(s):GlobalData;VoucherCodes.co.ukLeadingchannelsconsumersintheUnitedKingdom(UK)expecttospendonduringBlackFridayin2023ExpectedchannelstospendonduringBlackFridayintheUKin2023Shareofrespondents20%0%10%30%40%50%60%AmazonRetailersites54%16%Brandedwebsites6%6%SupermarketsandgrocersOtheronlinemarketplacesOther4%2%2%GamingSocialplatforms-In-apppurchasingViaanaggregator/deliveryapp1%1%Metaverse

0%17Description:In2023,over50percentofBlackFridayshoppersintheUnitedKingdom(UK)reportedtoexpectingtospendtheirmoneyonAmazonduringthesaleday.Another16percentsaidtheyexpectedtospendonretailersitesoftheirchoiceonBlackFriday,whilesixpercentcitedbrandedsitesastheirexpectedspendingchannelfortheshoppingday.ReadmoreNote(s):UnitedKingdom;September13

toSeptember18,2023;2,025*;*ConsumersthathaveshoppedonlineintheUK.Thisincludes1,369consumersthatboughtsomethingovertheBlackFriday(12thNovember-29thNovember)periodin[...]

ReadmoreSource(s):Censuswide;WundermanThompsonCommerceWhereconsumersintheUnitedKingdom(UK)gotofindthebestBlackFridaydealsasof2023WhereconsumersgotofindthebestBlackFridaydealsintheUK2023Shareofrespondents10%

20%0%30%40%50%60%70%IgostraighttoAmazonIusesearchengines59%32%IgotoretailersitesandseewhatdealsareonofferIgotobrandwebsitesandseewhatdealsareonofferIreceivepersonalizedcommunicationslikeemailsIdon'tdoanythingtofindthebestBlackFridaydealsTVadverts19%18%16%16%15%IgointostoresIfindthemonsocialmedia12%12%12%IusecomparisonsitesIreadBlackFridayreviewsbyonlinepublicationslikeMailOnlineDigitaladvertisingonline11%10%Ilistentoinfluencers8%18Description:Asof2023,59percentofshoppersintheUnitedKingdomreportedthattheygostraighttoAmazoninordertofindthebestdealsforBlackFriday.Additionally,32percentreportedthattheyusesearchengines,while19percentsaidtheygotoretailersitestofindthebestBlackFridaydeals.ReadmoreNote(s):UnitedKingdom;September13

to18,2023;2,025*;*ConsumersthathaveshoppedonlineintheUK.Thisincludes1,369consumersthatboughtsomethingovertheBlackFriday(12thNovember-29thNovember)periodin2022.Multiple[...]

ReadmoreSource(s):Censuswide;WundermanThompsonCommerceMostimportantcriteriaforconsumerswhendecidingwheretoshopduringNovembersaleseventsintheUnitedKingdomin2023Consumers'keypurchaselocationcriteriaoverBlackFridayweekendintheUKin2023Shareofconsumers0%10%20%30%40%50%50%50%48%60%BestvalueformoneyLowestpriceBestdealsFreeshippingoptions41%Strongestdiscounts36%Bestqualityandreviews30%29%28%VeryeasytoreturnitemsAlwayshasallproductsIwantinstock(e.g.,size)Iliketocomparedifferentoptions/brandsThewidestassortment23%20%19%UniqueproductsIcannotgetelsewhereSustainabilityandethicalconsiderations14%19Description:PriceanddiscountsfeaturedheavilyamongthekeycriteriaforconsumersplanningtoshopduringBlackFriday,CyberMonday,orSingle'sDay2023.Halfofrespondentssaidthatbestvalueformoneyandlowpriceswerethemostimportantcriteriathatinfluencedtheirdecisiononwheretheyplannedtoshop.Freeshippingwasalsoasignificantdrawforsalesshoppers.ReadmoreNote(s):UnitedKingdom;October2023;1,011respondents;ConsumerswhoaredefinitelyorprobablyshoppingduringtheeventsSource(s):BCGCHAPTER

04ShoppingbehaviorKnowledgeofBlackFridayamongconsumersintheUnitedKingdomin2023BlackFridayknowledgeintheUKin202340%37%35%35%30%25%20%15%10%5%22%5%0%0%KnowverywellKnowafairamountKnowjustalittleHeardofbutknowalmostnothingaboutNeverheardofit21Description:TherewasastrongawarenessofBlackFridayintheUnitedKingdomin2023,withnoconsumerssayingthattheydidnotknowthesaleseventatall.Incontrast,overonethirdofconsumerssaidthattheyknewtheeventverywell.

ReadmoreNote(s):UnitedKingdom;October2023;1,011respondents;WeightedaccordingtopopulationSource(s):BCGShareofconsumerswhosaidtheywouldshopduringNovembersaleseventsintheUnitedKingdomin2023ConsumersplanningtoshoptheNovembersaleseventsintheUKin202340%37%35%30%25%20%15%10%5%27%18%9%9%0%DefinitelyProbablyProbablynotDefinitelynotDon`tknow22Description:TherewasastrongintentiontoshopduringthesaleseventsattheendofNovemberintheUnitedKingdomin2023.Oftheseevents,BlackFridayisthemostfamous,butCyberMondayandSingle'sDayarealsoincluded.AlmosttwothirdsofconsumersintheUKsaidthattheywouldeitherdefinitelyorprobablyshopduringoneofthesesalesevents.ReadmoreNote(s):UnitedKingdom;October2023;1,011respondents;WeightedtonationalpopulationSource(s):BCGLeadingitemsconsumerswillshopforovertheBlackFriday/CyberweekendintheUnitedKingdom(UK)in2023LeadingitemsshoppersplantobuyoverBlackFridayweekendintheUK2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%44%50%ElectricalsClothing&footwearToys46.1%35%Health&beautyGames,films&musicAlcohol,wines&spiritsJewelry&watchesConfectionery&chocolatesBooks30.2%20.8%18%18%17%17%Bedding&towelsOther12.5%7.5%23Description:Forthebiggestsalesperiodoftheyear,i.e.,BlackFridayWeekend,anestimated46percentofconsumersintheUnitedKingdom(UK)plannedtoshopforelectricals.DuringBlackFridaytoCyberMonday,clothingandfootwearwasalsooneofthemostpopularcategories,withoveronlyslightlyfewerconsumersplanningtopurchasetheseitems.ReadmoreNote(s):UnitedKingdom;2023Source(s):GlobalData;VoucherCodes.co.ukLeadingconsumerreasonsforplannedshoppingduringtheBlackFridayperiodintheUnitedKingdom(UK)in2023ReasonsconsumersplantoshopduringBlackFridayintheUK2023Shareofrespondents0%10%20%30%40%50%60%ChristmaspresentsforlovedonesSpontaneousdeal-grabbingGiftsforfriends/lovedonesSelf-gifting54%34%30%27%EssentialpurchasesforthehomeNecessarypurchases(food,clothing)Birthdaysandothergiftingoccasions26%26%24%24Description:Inasurveyconductedwithover2,000individualsintheUnitedKingdom(UK)in2023,overhalfofshopperssaidtheirmainreasonforshoppingduringtheBlackFridayperiodwastobuyChristmaspresentsforlovedones.Foroveronethirdofthosesurveyed,spontaneousdeal-grabbingwastheleadingmotivation.ReadmoreNote(s):UnitedKingdom;September18to23,2023;2,025respondents;haveshoppedonlineintheUKSource(s):Censuswide;WundermanThompsonCommerceReasonsconsumersplannedtospendlessthanthepreviousyearatNovembersaleseventsintheUnitedKingdomin2023Consumers'reasonsforreducingspendingonBlackFridayweekendintheUKin2023Shareofconsumers0%5%10%15%20%25%30%35%32%PriceshaveincreasedtoomuchIneedtocutbackonnon-essentialstocompensateforhigherspendonessentialsMysavingsaredecreasing,andIhavelessmoneytospendthisyearMyincomehasbeennegativelyaffectedbythecurrentcrisis28%26%22%21%21%IexpectthattherewillbenogooddealsavailableTherearevariouspromotionsanddiscountsallthetimeanywayIamnotasinterestedinshopping,asthereareotherconcernsformerightnowIwillswitchtolowercostbrandsorvalueretailerstospendless18%11%25Description:PriceincreaseswereamajorfactorinthedecisionofconsumersintheUnitedKingdomplanningtospendlessonBlackFridayandCyberMonday2023thaninthepreviousyear.Onethirdofpeoplespendinglessornotatallthan2022saiditwasbecausepriceshaveincreasedtoomuch.Thisislikelylinkedtothesecondmostcommonanswer,thatpeopleneededtocutbacktobeabletoaffordessentials.

ReadmoreNote(s):UnitedKingdom;October2023;1,011respondents;ConsumerswhosaidtheywouldspendlesscomparedtolastyearortonotshopatallinNovembersalesevents2023Source(s):BCGWhenconsumersstartsearchingfordealsbeforeNovembersaleseventsintheUnitedKingdomin2023Consumers'starttimefordealsduringBlackFridayweekendintheUKin2023Shareofconsumers15%0%5%10%20%25%24%30%35%40%WellinadvanceinOctoberBeginningofNovember37%OnlyafewdaysbeforetheeventShoponthedayofshoppingeventAlwaysshopdirectlywhenneeded26%9%4%26Description:ThemostcommontimeforconsumersplanningtoshopduringBlackFriday,CyberMonday,orSingle'sDay2023tostartlookingfordealswasthebeginningofNovember.Almostaquarterofrespondentsstartedwellinadvanceofthesales,beginningtheirsearchinOctoberorearlier.ReadmoreNote(s):UnitedKingdom;October2023;1,011respondents;ConsumerswhoaredefinitelyorprobablyshoppingduringtheeventsSource(s):BCGDealsanddiscountsthatconsumerslikethemostduringNovembersaleseventsintheUnitedKingdomin2023Consumers'favorite