Black Friday spending could surge by 15 per cent compared to last year, according to research from Wunderman Thompson Commerce.

The study found that overall spend during the Black Friday peak period – from Friday 12 November to Monday 29 November – is expected to reach £6.25 billion this year.

The research, based on more than 6,000 consumers across the UK, US, and China, found that 70 per cent of Black Friday shoppers will increase their spend online vs 29 per cent who said they would boost in-store spend.

Wunderman said that Amazon made up a third – 35 per cent – of UK Black Friday spend last year and that this is estimated to rise by a further 5 per cent due to a longer peak discounting period.

“Retailers mustn’t overlook the multitude of challenges in the UK including supply chain disruption, a shortage of HGV drivers, Brexit complications and price inflation,” said Hugh Fletcher, global head of consultancy and innovation, Wunderman Thompson Commerce. “With the Christmas rush likely to become the Black Friday rush this year, retailers need to have their front- and back-end ready earlier – and pay close attention to consumer shopping behaviour.

Fletcher added: “What’s more, Amazon continues to be the trend setter when it comes to introducing deals early, providing a convenient service and access to a diverse product range; its foray into in-store via a four-star only physical shop means it can provide the same great service physically as well. The goal here has always been to create as many avenues as possible to connect consumers to its vast marketplace. Retailers can learn from this approach – ensuring online channels are easy to use and connecting shoppers back to brick and mortar stores.”

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