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2014’s record breaking black friday sales

October 6, 2015

The retail landscape has changed dramatically in the UK over the last few years with the recession seeing the closure of many well-known retailers, often leaving high streets vacant and desolate. But last year, Black Friday saw many flood to the high streets again to grab a bargain.

GfK recorded double digit value growth for major domestic appliances, small domestic appliances and powered gardening categories (Week 48 2014 vs. 2013, which includes Black Friday)*. Tumble dryers that typically do well during the winter months due to the weather saw the biggest uplift within white goods with an increase of 30% in value year on year (YoY). Price promotions on other big ticket items such as cooking and cooling also meant they performed well, +18% and +23% respectively in value, bringing sales forward from the traditional January sales period.

Within small domestic appliances, personal care and small kitchen appliances (SKA), typically gifting products, both saw an uplift at Black Friday, +22% and +34% respectively in value. With hot beverage makers performing extremely well, growing by 57% in value and 78% in volume. Deep fryers and food preparation also helped to drive the SKA category, +43% and +41% in value. Growth within personal care was predominantly driven by dental care increasing by 27%, hair stylers by 26% and shavers by 23% in value. As expected, there were many price led promotions; massage products saw a price decrease of 48% YoY which helped to drive volumes by 82%. Certain hero products performed extremely well, particularly within the mid to premium end of the market.

Although not typically the season for gardening, heavy promotions within power tools and gardening meant that consumers still spent out on powered hedge trimmers, with sales growing by 49% in value and 37% in volume YoY. Add-on purchases such as writing instruments also saw uplift (+20% value, +8% volume), performing particularly well online.

With certain retailers already holding large promotions this year marketed to rival Black Friday. It is greatly anticipated that this Black Friday will be the biggest yet.

For more information, please contact Kate Gee at kate.gee@gfk.com.

*All figures are based on GfK’s weekly leader panel, growths are comparing YoY (year-on year) movement of Week 48 2014 vs. 2013 (Dates 23/11/14 -29/11/14 vs. 24/11/13 – 30/11/13) which includes Black Friday. 

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