2023-12-25-Wunderman_Thompson-2023年英国黑色星期五报告_14页_8mb

报告摘要

Spending Trends: UK consumer spending on Black Friday is increasing, from £171.66 in 2022 to £184.55 in 2023, despite the cost-of-living crisis.
Online-First Event: 76% of projected Black Friday spending in 2023 will be online, reinforcing its digital-first nature.
Channel Dominance: Amazon dominates Black Friday spending and traffic, accounting for 54% of sales and 59% of consumer traffic in 2022.
Motivations: Christmas presents are the primary driver (54% of spending), followed by spontaneous deal-grabbing (34%) and self-gifting (27%).
Consumer Skepticism: 63% of consumers believe there should be stricter regulations on Black Friday discounts, while 54% think the deals are misleading.
Encouraging Spending: Bigger discounts are the primary factor (67%) that would encourage consumers to spend more, followed by discounts on delivery (32%), better product availability (29%), and easy returns (22%).
Environmental Role: 30% of consumers say they would spend less due to environmental concerns, but 58% intend to choose sustainable delivery options, and 37% aim to buy “Climate Pledge Friendly” products.

Prepare for Peak Demand: Ensure robust operations to handle increased online traffic and prevent technical issues.
Optimize Marketing Budget: Focus on search engines, personalized offers, and targeted campaigns rather than traditional advertising.
Transparency and Stock Availability: Clearly communicate pricing and stock levels to manage consumer expectations and prevent disappointment.
Strengthen Amazon Strategy: Invest in Amazon-focused strategies to compete against the dominant platform.
Sustainable Initiatives: Highlight eco-friendly practices and offer sustainable options to attract environmentally-conscious consumers.
Enhance Customer Experience: Improve website performance, user experience (UX), and ensure seamless multi-channel shopping.