Black Friday 2016 - GfK · © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business 3 Black Friday shoppers head to the web with online taking 75% of the growth

1 © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business

Black Friday 2016 Insight to empower your business


What happened last year?


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.


Michael McLaughlin

Head of Retail UK & Ireland

Regional Retail Director UK,

Nordics & Baltics

Black Friday shoppers head to the web with online taking 75%

of the growth

Michael McLaughlin Head of Retail UK & Ireland

Regional Retail Director UK, Nordics & Baltics

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.


Week 45 Week 46 Week 47 Week 48 Week 49 Week 50 Week 51 Week 52

Mark

et

Siz

e (

Valu

e £ )

2013

2014

2015

Black Friday is increasing in importance every year

Value Sales – GfK Weekly Leaderpanel – Weeks 45 - 52

Black Friday Boxing Day

EXAMPLE


Top growth product groups – Black Friday 2015 vs 2014

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.

The real deal on UK Black Friday 2015

?

Total market and online YoY growth

2016

TV’s 43” – 50”

202%

Week on Week – The volume of

price changes

The discount % on the price changes

+28%

-12%

Total online pricing*

2015 vs. 2014

Action Cams

182% Wearables

158% Turntables

121% Vacuum Cleaners

56%

2016

2015

2014

Week 48 Online Share

41%

32%

23% Total

Market Growth

Week 48 2014 Week 48 2014

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).

In this infographic we look specifically at

the key trends of Black Friday and how

2015 performed compared to 2014.

26% Online Growth

8% Total

Market Growth

21% Online Growth


Retail sales tracking data – Black Friday 2016


Options Available Categories Available from What it includes What will it answer

Your guide to Black Friday

2016 –

What happened?

Consumer Electronics

IT & Office

Mobile Telecoms

Small Domestic Appliances

DIY & Garden

5th December

Learn what happened on Black

Friday 2016. Benchmark your

performance against the market.

Using:

Retail Sales

Tracking data

Online Price Intelligence data

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

What would you receive?


What would you receive?

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

Brand mix

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

1

2

3

4

5

Online Price Intelligence Data

Compare your performance to the market 6


Leaderpanel - Top 3 Product Groups by Value with ASP

Product

Group A

Product

Group B

Product

Group C

£XXm

£XXm

£XXm

£xx(2016 ASP) £xx (2016 ASP)

£xx (2016 ASP)

Market & Internet Size & Growth + benchmark

Hitlists

Panelmarket Retailer

Model Brand Total

Rank

Sales

GBP

Sales

Value %

Sales

Units

Sales

Units %

Price

GBP

Value

% Cum.

Units

% Cum.

Bench

Rank

Sales

GBP

Sales

Value %

Sales

Units

Sales

Units %

Price

GBP

Value %

of Mkt

Units

%

of Mkt

Model 1 Brand A ◄► 1 820,621 9.5 1,299 2.8 631.73 9.5 2.8

Model 2 Brand B ◄► 2 593,501 6.9 1,126 2.4 527.09 16.4 5.3

Model 3 Brand C ▲2 3 502,280 5.8 1,977 4.3 254.06 22.3 9.5

Model 5 Brand B ▼1 4 495,024 5.8 1,547 3.4 319.99 28.0 12.9

Model 6 Brand B ▼1 5 430,405 5.0 701 1.5 613.99 33.0 14.4

Model 7 Brand D ◄► 6 393,431 4.6 1,075 2.3 365.98 37.6 16.7

Model 8 Brand C ▲2 7 384,375 4.5 2,431 5.3 158.11 42.0 22.0

Model 9 Brand A ▲2 8 346,388 4.0 2,315 5.0 149.63 46.1 27.0

Model 10 Brand C ▼2 9 325,688 3.8 603 1.3 540.11 49.9 28.3

Top 3 leaderpanel Product Groups by YoY Value Growth

Product

Group A

xx%

xx%

Market

Retailer

Product

Group A

xx%

xx%

Product

Group A

xx%

xx%

EXAMPLE


Brand Mix & Growth + benchmark

xx%

xx%

xx%

xx%

xx%

xx%

xx%

xx%

xx%

xx%

Brand A

Brand B

Brand C

Brand D

Brand E

Retailer

Total Market

Online Price Intelligence Data

YoY Intraday Price Change

Comparison

Comparing the number of price changes that occurred

throughout the day on Black Friday 2016 vs. 2015

WoW Price Change

Comparison

Comparing the number of price changes on Black Friday to week

before

YoY Price Change

Comparison

Comparing price changes on Black Friday 2016 vs. 2015

Average

Price Cut Comparing the highest prices recorded on the week before Black

Friday, to the lowest recorded on Black Friday itself

xx% xx% xx% xx%

EXAMPLE


Consumer response – Black Friday 2016


What will you receive?

Options Available Categories Available from What it includes What will it answer


2016 – What happened

and why?


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

Includes:

Retail sales Tracking

Online Pricing Intelligence data

General consumer response to

Black

Friday event

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?


2016 – What happened

and why?


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

Detailed consumer response

and behaviour in your category

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


Documents

Black Friday 2016 - GfK · © GfK October 7, 2016 | Black Friday 2016: Insight to empower your business 3 Black Friday shoppers head to the web with online taking 75% of the growth