American traditions have always proved popular in the UK. School leavers across the country have long attended proms, and dressing up to go ‘trick or treating’ on Halloween is a prominent part of growing up in modern Britain. Black Friday and follow-on digital discount festival Cyber Monday have recently made their way across the pond too and certainly look like they are here to stay.
The numbers underpin how important these two events have become to retailers in the UK. Over the course of the Black Friday to Cyber Monday weekend, retailers generated a staggering £3.3 billion in revenue – with shoppers spending 35% more than 2014’s Black Friday.
Cyber Monday also continued to gather momentum this year, with consumers spending a total of £968 million online – 34% more than in 2014. The rise of Cyber Monday reflects upon a nation whose customer journeys are increasingly migrating online. Britons are more comfortable spending money on this platform than in many other countries, and the nation is projected to spend £60 billion online in 2016.
In order to get the best out of the boom in online spending, retail marketers need to ensure they’re running a tight ship when it comes to their mobile offering. With mobile now being the most popular way for people to access the internet, retailers who don’t take the platform seriously are destined to miss out on huge business volumes.
Worryingly EMR’s 2015 salary survey shows that 35% of marketing professionals have “no experience at all” of mobile marketing while 39% have “a little experience” – which means nearly three quarters do not rate their mobile skills highly. It is vital Marketing Directors look to upskill their teams or look to recruiting mobile talent, or they risk being left behind.
As platforms advance, it will be interesting to see whether retailers’ promotional activities follow suit – Wearables Wednesday anyone?