Black Friday goes online

Baserat på data från 28 detaljhandlare om totalt 1,1 miljoner svenska e-handelstransaktioner, räknar Criteo med att Black Friday  2015 kommer bli en mycket viktiga shoppingdagar för såväl konsumenter som detaljhandeln i stort.

Omsättningen ökar kraftigt
Enligt Criteos analys av Black Friday 2014 framgår det att försäljningen sköt i höjden med 100 procent, med konsumenter som reafyndade inom samtliga detaljhandelsområden. Hälso- och skönhetsprodukter såg den högsta försäljningsökningen med 218 procent. Under lördagen gick sedan försäljningen ned för att återigen öka till 60 procent högre än för dagarna mellan den 15-22 november.

Shopping från kontoret
Försäljningen var som högst från stationära datorer och stod för 64 procent av samtliga köp under Black Friday, vilket tyder på att ett flertal svenska konsumenter passade på att shoppa från sitt skrivbord på jobbet för att inte missa ett bra erbjudande. Försäljningen från mobila enheter ökade från 36 procent på Black Friday till 42 procent på lördagen och 40 procent på söndagen.

“Runt om i världen har detaljhandeln tagit till sig det amerikanska shoppingfenomenet med Black Friday. För att maximera effekten av dessa viktiga dagar måste detaljhandeln engagera konsumenterna med personliga erbjudanden och annonser samt nå dom via den enhet de helst använder”, säger Andreas Wahlman, Nordenchef på Criteo.

E-handelsförsäljningen per område (jämfört med perioden 15-22 november 2014):

Black Friday
· Hälsa/skönhet 218 %
· Teknikprylar 200 %
· Sportartiklar 140 %
· Mode 74 %
· Andra varor 33 %

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