By Rick Kenney

The past week marked the start of the holiday shopping season. While Black Friday is typically viewed as the kickoff in the US, shoppers demonstrated that Thanksgiving Eve is actually proving to be an emerging shopping day.

And across the pond, UK retailers increased their emphasis on Black Friday, a traditionally US-based shopping day. Though Amazon has been credited with bringing Black Friday into the UK, a number of retailers were active in promoting the shopping days this year, leading to increases in both traffic and orders.

Some results:

  • Black Friday online traffic was up 124%, and orders increased 110% over last year.
  • Shoppers chose to shop on their smartphones more than ever, with 23% of orders coming from these devices, up 68% over last year.
  • Cyber Monday also showed growth this year, as shoppers placed 54% more online orders and traffic was up 56%.

With the growth in Black Friday, UK retailers are proving to be creative in manufacturing ‘shopping moments’ that drive consumers into their stores. Across the globe, shoppers can look forward to a steady dose of these “shoppertunistic” days for the balance of the year, such as Green Monday, Free Shipping Day and, of course, Ugly Christmas Sweater Day.

Interested in more Shopping Season insights? Read our Cyber Monday recap on activities in the US.

This Shopping Flash Report provides a snapshot of digital commerce metrics, focusing on the busy Christmas/Holiday shopping season. Demandware sourced data for this report from digital commerce sites transacting on the Demandware Commerce Cloud in the UK that were live during last year’s holiday period. Times have been normalized to the shopper’s local time.