Adobe (credit image/Pexels/Andrea Piacquadio)New data from Adobe reveals that after spending £1.04 billion on Black Friday, UK shoppers spent an additional £2.41 billion over the remainder of Cyber Weekend. This makes a total of £3.45 billion spent online in the UK over Cyber Weekend (Nov 24-27), up 5.6% year-over-year.

The Adobe Digital Insights team at Adobe used Adobe Analytics to analyse hundreds-of-millions of visits to retail sites from UK consumers over Cyber Weekend. The team tracked the prices of 100 million SKUs across 18 product categories. Adobe says it provides the most comprehensive view of the UK digital economy. Adobe Analytics is part of Adobe Experience Cloud, relied upon by retailers to deliver, measure, and personalise shopping experiences online.

(Credit image/LinkedIn/Vivek Pandya)
Vivek Pandya, lead analyst, Digital Insights at Adobe

Vivek Pandya, lead analyst, Adobe Digital Insights at Adobe commented:

After breaking the record for the biggest single spending day of the year on Black Friday, UK shoppers continued to spend over the remainder of the weekend, convinced by the discounts and value on offer. With prices down on average by 15% compared with the pre-holiday period in categories such as electronics, toys and apparel. It is no surprise browsers turned to buyers in their droves.”

UK Online spending data

Online UK spending data from Adobe Analytics reveals:

  • Holiday season spending-to-date (1st November – 27th November) has reached £12 billion, up 5.1% on 2022 levels.
  • A total of £3.45 billion was spent online in the UK over Cyber Weekend (Nov 24 – 27). This is up 5.6% year-over-year, specific figures for each day were:
    • Black Friday – £1.04 billion, up 4.1% YoY.
    • Saturday – £680 million, up 4.2% YoY.
    • Sunday – £843 million, up 6.7% YoY.
    • Cyber Monday – £881 million, up 7.4% YoY.
  • UK shoppers spent £475 million through Buy Now Pay Later services over Cyber Weekend. This accounts for 13.8% of total online spend and up 15.8% compared with Cyber Weekend 2022.
    • Black Friday – £101 million, up 4.7% YoY.
    • Saturday – £96 million, up 7.9% YoY.
    • Sunday – £127 million, up 9.5% YoY.
    • Cyber Monday – £148 million, up 17.6% YoY.
  • The most popular products this year include: Puzzles and card games, Micro scooters, jelly cat stuffed toys, hampers, travel bags and handbags, coffee machines, jewellery, perfumes, jumpers, holiday décor and personal care products like face creams and lotions.
  • On average, online prices were discounted 15% over Cyber Weekend when compared with pre-holiday season levels. The deepest discounts fell on Cyber Monday, TVs (19% cheaper, computers (24% cheaper), apparel (15% cheaper) and toys (16% cheaper)
  • Click and collect was used in 8.4% of orders on Cyber Monday. This was up slightly from 8% on Black Friday and up from 7.2% on Cyber Monday of last year. Click and collect is expected to see its highest utilization around December 18th at 15% of orders.
  • In London, total online Cyber Weekend spending hit £610 million, up 7.8% year-over-year.
    • Black Friday – £251 million, up 4.6% YoY.
    • Saturday – £94million, up 7.4% YoY.
    • Sunday – £107million, up 9.8% YoY
    • Cyber Monday – £158 million, up 8.6% YoY.

US Adobe data

  • Adobe Analytics data shows record holiday season spending, with Cyber Monday growing 9.6% year-over-year (YoY) to $12.4 billion. Cyber Week is also up 7.8% YoY to $38 billion.
  • Top sellers on Cyber Monday included Hot Wheels, Mario Kart toys, Xbox Series X, PlayStation 5, Nintendo Switch, Spiderman 2, Call of Duty: Modern Warfare III, skincare gift sets, small kitchen appliances and televisions.
  • Buy Now, Pay Later drove $940 million in online spending on Cyber Monday. BNPL has increased by 42.5% YoY as consumers sought more flexible payment arrangements.

Enterprise Times: What this means for business.

Black Friday continues to be a good indicator on the state of UK eCommerce. It continues to be one of the biggest online shopping days for 2023. Perhaps, retailers are holding on to larger inventories of stock. As a result, consumers appear to be taking advantage of bigger discounts and extra value. As a result, Adobe’s data indicates a 5.6% growth compared to 2022.

The interesting footnote in Adobe’s data is the £475 million spend through Buy Now Pay Later services over Cyber Weekend. This accounts for 13.8% of total online spending and up 15.8% compared with Cyber Weekend 2022. BNPL is expected to play a greater role in consumer behaviour for retailers going forward.

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