In the face of the ongoing cost-of-living crisis, UK shoppers are still poised to unleash an estimated £3 billion during Black Friday, making «margin protection and mobile engagement» essential for successful Cyber Week campaigns, as per insights from performance marketing solutions specialist, Wunderkind.
Wunderkind foresees mobile commerce taking center stage during the forthcoming Black Friday event, eclipsing its 2022 performance. Data from Wunderkind’s ‘2023 Black Friday and Beyond’ report disclosed that Cyber Week contributed between 6-9% of brands’ and retailers’ annual revenue in 2022.
The analysis also revealed that Average Order Values averaged £117 during Cyber Week 2022, and this year, the demand from price-conscious UK consumers seeking deals is anticipated to remain robust. With an ever-increasing reliance on mobile devices for shopping, retailers are urged to prioritize mobile commerce, including text messaging, to simplify the shopping journey and expedite conversions.
This transition to mobile commerce is expected to persist throughout the 2023 Golden Quarter, reinforcing the significance of mobile-first marketing channels in capturing consumer attention.
In summary, Wunderkind’s insights suggest that Black Friday shoppers in the UK will maintain their enthusiasm for deals, with mobile commerce occupying a pivotal role in stimulating conversions. Retailers are encouraged to harness the power of mobile engagement and place customer data at the forefront of their strategies to ensure margin protection, particularly in light of the ongoing challenges posed by rising costs.
