Online sales slow as shoppers wait for bonanza
THERE has been a sudden slowdown in online shopping over the past two weeks as shoppers hold out to await Black Friday discounts.
The number of sales made in the first 11 days of November rose by 14 per cent compared with the same period last year.
But this represented a sharp drop when compared with the 30 per cent increase seen in the previous two months.
The easing off in spending is being seen as evidence that shoppers are waiting for Black Friday discounts. The reduction confirms fears that the event – falling this year on November 27 – does not boost sales, but simply concentrates them into one particular day.
Jamie Turner, co-founder of PCA Predict, which conducted the research, said: ‘We’ve observed a decreased rate of growth in online traffic during the first half of November this year, suggesting that UK shoppers have got the forthcoming Black Friday in their sights.
‘As more retailers begin to announce their Black Friday deals, we’re seeing online transactions level out as shoppers start to hold back to save for a big splurge over the Black Friday weekend.
‘This suggests we’re likely to see a large spike of activity at midnight on Black Friday, surpassing previous records. It certainly looks like we’re on track for a £1billion shopping weekend in 2015.’
However, many retailers are nervous amid suspicions that Black Friday could put off shoppers from going to the high street in order to avoid congestion. Others fear it may hit profits because it encourages shoppers to expect bargains rather than to pay the full price.