Another potentially record-breaking Black Friday is forecast this year, with online sales alone projected to surpass £1 billion for the first time in UK history (The Telegraph).
Amazon is once again expected to lead the pack, with three quarters of shoppers planning to make a purchase from the etailer that is credited with introducing the event to the UK. Second in line to profit heavily from the day is Argos, with 35 percent of shoppers planning to spend at the retailer (ICM Unlimited).
Early reports from the BBC suggest that the predictions that the majority of sales will take place online are correct. The flow of customers into stores this morning was much slower, compared to the chaotic scenes witnessed last year.
Brand View has reviewed the headline deals available so far this Black Friday in major UK online retailers including Amazon.co.uk, Argos, Currys, Very and Debenhams.
Amazon led its Black Friday reductions with headline offers on its Fire TV Stick, Fire tablet, Kindle Paperwhite and Fire Tablet Kids Edition.
Amazon website 27 November 2015
In the week prior to Black Friday, Amazon heavily advertised its Fire TV Stick for £34.99 across homepage banner ads. On Black Friday the Fire TV Stick was promoted at £24.99. The new Amazon Fire TV which was also promoted on the banner ad remained at £79.99 on Black Friday.
Amazon website 24 November 2015
Amazon also promoted its 7 inch Fire tablet for £34.99, which was matched by Currys. John Lewis priced the tablet at £34.95. However, Tesco Direct was the cheapest retailer for the Amazon product, promoting the tablet at £34.
Tesco Direct website 27 November 2015
However, when taking into account delivery costs, Amazon and Currys were the cheapest retailers for the 7 inch Fire tablet. Amazon’s free 5-7 day delivery option and Currys free five working day delivery, may have persuaded shoppers away from Tesco Direct, as it charged £3 for home delivery. However, Tesco Direct did offer a free click and collect option for customers.
Delivery costs and options is just one of a myriad of factors that shoppers have to consider when searching online retailers for the cheapest price.
Argos, Currys and Very – Televisions
Argos website 27 November 2015
Argos had a dedicated Black Friday section on its site – shoppers were directed to the deals via a large banner ad on the homepage.
Currys and Very used a more streamlined approach and instead displayed some of their big ticket promotions on the homepage.
Currys website 28 November 2015
Black Friday promotions on televisions were prominently displayed by all three retailers.
Brand View has reviewed the number of 25 percent or more discounts on televisions by brand (LG, Panasonic, Samsung and Sony) in each retailer.
Very had 37 Samsung televisions available on a 25 percent or more off promotion, this was a greater number than Argos had across the four brands combined. Samsung also had the most 25 percent or more off promotions on the Currys site with 21, ahead of Sony and LG with 18 and 17 respectively.
Panasonic had the fewest 25 percent or more off promotions of the four brands in all three retailers. Of the 11 Panasonic television listings in Argos just two were promoted, with a depth of cut of 25 percent or greater. Eight were on promotion with a depth of cut of less than 25 percent and one was not on any save amount promotion.
The product promoted with the greatest depth of cut was the Samsung Ue32j5100 Black 32 Inch Full HD Led television in Currys – it was reduced by 51.2 percent from £389 to £189.
Debenhams – Fragrance
Outside of the technology category, the fragrance category was heavily promoted in Debenhams with “VAT FREE PRICES” on all fragrances, including gift sets.
Debenhams website 27 November 2015
Brand View has reviewed the pricing of these products in Boots, Debenhams, Fragrance Direct and Superdrug. Debenhams was the cheapest on six of the eight lines it promoted. However, Fragrance Direct had a lower price than Debenhams on both Hugo Boss products.
Boots was the most expensive retailer on six of the eight lines. Fragrance Direct had the highest price for the Marc Jacobs Eau Du Parfum 50ml at £62 and Superdrug was the most expensive for the Thierry Mugler Alien Eau Du Toilette 60ml at £60 – £15.84 more than Debenhams.
Brand View Daily Prices and Promotions 27 November 2015
It remains to be seen whether online Black Friday sales will break the £1 billion barrier, but poor weather for parts of the UK will likely dampen bricks and mortar sales and encourage shoppers online. M-commerce sales are also set to soar as City A.M. report that one in three shoppers will make a purchase on their mobile device.
Keep an eye out next week for Brand View’s in-depth look at Black Friday and Cyber Monday deals, including our analysis of Amazon’s hourly Lightning Deals.
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