Black Friday 2016
Insight to empower your business
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
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What happened last year?
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
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Black Friday shoppers head to the web with online taking 75%
of the growth
Last year saw retailers taking differing approaches to Black Friday; some didn’t participate, some promoted early and for longer, and
some marketed without actually using the words “Black Friday”. Despite the differing approaches, consumers responded and based on
the GfK Point of Sales Tracking weekly data, Black Friday 2015 was the biggest yet for consumer durables.
Total sales were up +8% in value and +6% in volume Year-on-Year (YoY). When comparing to the previous week, week-on-week
(WoW*), there was an uplift in value of +65% and +31% in volume. In fact the week of Black Friday 2015 was the biggest sales week of
2015 to date, performing +62% better than the previous highest value week.
In 2014 Black Friday madness arrived in the UK, with some ugly scenes in stores and negative media. This year learnings were applied
and as a result the in-store shopping experience was more civilized, with orderly controlled queues forming outside some stores on
Friday morning.
However, the real story in 2015 is that the majority of consumers avoided the in-store chaos of previous years and moved to shopping
online. Online sales outperformed the total market sales with growth of +21% in both value and volume (YoY). With +33% of value and
+27% volume going through online, internet sales made up a whopping +75% of the overall value increase for this Black Friday.
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
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Black Friday shoppers head to the web with online taking 75%
of the growth
Many consumers consciously delayed making purchases in anticipation of the Black
Friday deals, with sales for the week prior to Black Friday down -7% in value and -6%
in volume. This decline in volume was not seen in the week before Black
Friday 2014.
As Christmas was just a few weeks away, it wasn’t surprising to see gifting items high
up on many peoples shopping lists. One of the must-have products, wearable
technology, saw growth of +158%.
Action cameras saw an increase of +182%, and the ongoing resurgence in turntable
sales continued at +121%. Health and wellbeing products were also in great demand
with massage up +58% and balneo therapy (including foot spas) +56%.
TVs were one of the most fought after products last Black Friday and despite strong
comparisons, TV category sales were still up +26% YoY both in-store and online. This
was largely driven by 43-50 inch models up +202% and 26-32 inch up +40%.
Consumers traded up online with +35% of 50 inch plus TVs being sold in value.
Michael McLaughlin
Head of Retail UK & Ireland
Regional Retail Director UK, Nordics & Baltics
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
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Black Friday is increasing in importance every year
Value Sales – GfK Weekly Leaderpanel – Weeks 45 - 52
Black Friday
Market Size (Value £ )
Boxing Day
2013
2014
2015
Week 45
Week 46
Week 47
Week 48
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Week 49
Week 50
Week 51
Week 52
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The real deal on UK Black Friday 2015
Top growth product groups – Black Friday 2015 vs 2014
TV’s 43” – 50”
202%
In 2014 consumers went mad for Black
Friday deals, with fights breaking out
and stores getting trashed. However in
2015 the shopping experience was
much more civilised, as consumers
formed orderly queues to take
advantage of the Black Friday deals.
With more and more shoppers going
online to get the best deals, we saw
online performance grow by +26% in
both value and volume (YoY).
Action Cams
Wearables
182%
Turntables
158%
Week 48 Online Share
2016
121%
2015
Total online pricing*
2015 vs. 2014
Week 48 2014
26%
2014
23%
Online
Growth
Total
Market
Growth
21%
8%
Total
Market
Growth
32%
41%
56%
Total market and online YoY growth
Week 48 2014
In this infographic we look specifically at
the key trends of Black Friday and how
2015 performed compared to 2014.
Vacuum Cleaners
2016
Online
Growth
Week on Week – The volume of
price changes
+28%
The discount % on the price changes
-12%
?
GfK data. GfK Electronic Point of Sales Tracking, weekly data, Black Friday YoY comparisons are week 48 2015 vs. 2014 (dates 22/11/15 - 28/11/15 vs. 23/11/14 -29/11/14) and WoW comparisons are week 48 2015
(22/11/15 – 28/11/15) vs. week 47 2015 (15/11/15 – 21/11/15). *GfK Online Pricing Intelligence (OPI), data based on daily Black Friday sales 27/11/15 vs. 28/11/14.
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
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Retail sales tracking data – Black Friday 2016
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
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What would you receive?
Options
Your guide to Black Friday
2016 –
What happened?
Available Categories





Consumer Electronics
IT & Office
Mobile Telecoms
Small Domestic Appliances
DIY & Garden
Available from
5th December
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
What it includes
Learn what happened on Black
Friday 2016. Benchmark your
performance against the market.
Using:
 Retail Sales
Tracking data
 Online Price Intelligence data
What will it answer

What were the overall sales on key
consumer
durables categories?

How did markets perform vs. last year?

What were the winners and losers across
categories, brands and models?

How much was sold online
vs. offline

What are the consumer trends driving the
path of purchase?

Cannibalisation of other
sales cycles
8
What would you receive?
1
2
3
Hitlists
Top 10 selling models for each category
Market size
Including year-on-year growth comparisons for
top 3 product groups by category
Internet performance
Understand the importance of online to the
market and your Black Friday sales
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Brand mix
4
5
6
Brand share and growth including
benchmark to see the best performing brands
during this period
Retailer Analysis
Compare your performance to the
market, with specific analysis tailored to
your performance
Online Price Intelligence Data
Compare your performance to the market
9
Hitlists
Panelmarket
Model
Model 1
Model 2
Model 3
Model 5
Model 6
Model 7
Model 8
Model 9
Model 10
Total
Rank
Brand
◄►
Brand A
Brand B
Brand C
Brand B
Brand B
Brand D
Brand C
Brand A
Brand C
◄►
▲2
▼1
▼1
◄►
▲2
▲2
▼2
1
2
3
4
5
6
7
8
9
Retailer
Sales
GBP
Sales
Value %
Sales
Units
Sales
Units %
Price
GBP
Value
% Cum.
Units
% Cum.
820,621
593,501
502,280
495,024
430,405
393,431
384,375
346,388
325,688
9.5
6.9
5.8
5.8
5.0
4.6
4.5
4.0
3.8
1,299
1,126
1,977
1,547
701
1,075
2,431
2,315
603
2.8
2.4
4.3
3.4
1.5
2.3
5.3
5.0
1.3
631.73
527.09
254.06
319.99
613.99
365.98
158.11
149.63
540.11
9.5
16.4
22.3
28.0
33.0
37.6
42.0
46.1
49.9
2.8
5.3
9.5
12.9
14.4
16.7
22.0
27.0
28.3
Bench
Rank
Sales
GBP
Sales
Value %
Sales
Units
Sales
Units %
Price
GBP
Value %
of Mkt
Units
%
of Mkt
EXAMPLE
Market & Internet Size & Growth + benchmark
Leaderpanel - Top 3 Product Groups by Value with ASP
Top 3 leaderpanel Product Groups by YoY Value Growth
£xx (2016 ASP)
£XXm
Product
Group A
£xx (2016 ASP)
£XXm
Product
Group B
£XXm
Product
Group A
xx%
xx%
Product
Group A
xx%
Product
Group A
xx%
xx%
Product
Group C
£xx(2016 ASP)
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
Market
Retailer
xx%
10
Brand Mix & Growth + benchmark
EXAMPLE
xx%
xx%
Brand E
Brand D
xx%
xx%
Retailer
Brand C
Brand B
xx%
xx%
Total Market
xx%
xx%
xx%
Brand A
xx%
Online Price Intelligence Data
YoY Price Change
Comparison
YoY Intraday Price Change
Comparison
WoW Price Change
Comparison
Average
Price Cut
Comparing price changes on Black Friday 2016 vs. 2015
Comparing the number of price changes that occurred
throughout the day on Black Friday 2016 vs. 2015
Comparing the number of price changes on Black Friday to week
before
Comparing the highest prices recorded on the week before Black
Friday, to the lowest recorded on Black Friday itself
xx%
xx%
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
xx%
xx%
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Consumer response – Black Friday 2016
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
12
What will you receive?
Options
Your guide to Black Friday
2016 – What happened
and why?
Your guide to Black Friday
2016 – What happened
and why?
Available Categories
Available from
What it includes





Consumer Electronics
IT
Mobile Telecoms
Small Domestic Appliances
DIY & Garden
5th December for initial
Retail Sales Tracking
report. 16th December
for full report.
Learn what happened on Black
Friday 2016 & why



Consumer Electronics
IT
Mobile Telecoms
5th December for initial
Retail Sales Tracking
report. 16th December
for full report.
Made to your needs and objectives
Includes:
 Retail sales Tracking
 Online Pricing Intelligence data
 General consumer response to
Black
Friday event
Includes:
 Retail sales Tracking
 Online Pricing Intelligence data
 General consumer response to
Black Friday event
 Detailed consumer response
and behaviour in your category
What will it answer
Retail Sales Tracking Report plus…
 Which demographics engage with Black
Friday?
 Who drives sales volume?
 How much was sold online vs. offline and
what are the consumer trends driving path of
purchase?
 Is Black Friday now part of consumer
planning cycles?
 How might it impact the coming Boxing
Day/January sales period?
 How much of the purchasing done was
planned vs. impulse?
 Did it live up to expectations?
The above plus…
 What did they buy? Where from?
 Category/brand specific planning levels?
 When does planning start?
 What where the triggers to, and influencers
of purchase?
 Perceived vs. actual savings – do consumers
feel they are still getting a bargain?
 How to target impulse/additional sales as
opposed to savvy shoppers?
…and much more
© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
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© GfK October 7, 2016 | Black Friday 2016: Insight to empower your business
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