Black Friday 2020, online sales take over

As most Aussies will avoid going in store this Black Friday (27 November), it’s expected that online retail traffic will be significantly popular than usual.

New research shows that just 9.5% of people will head in store, meanwhile 30% will buy from brands online.

The information comes from research commissioned by Emarsys, a survey of more than 1000 consumers across Australia.

“Accelerated by Covid-19, Federal tax cuts and changing consumer shopping habits, this Black Friday we’re set to see unprecedented enthusiasm from Aussie shoppers for online bargains,” says Managing Director at APAC, Adam Ioakim.

“Savvy retailers will be looking to exploit the growing e-commerce sector to counterbalance the expected drop in bricks and mortar revenue this year.”

Mr Ioakim also adds, “By collecting and analysing online customer data to offer personalised offers, retailers can convert one-time customers into brand loyalists.”

Motivations for turning online  

The strongest motivations included free delivery and the size of the discount, with 59% and 58% of consumers claiming these as key influences.

Other powerful motivators include free returns (15%) and speed of delivery (18%).

“Retailers have a significant opportunity this Black Friday to use incentives such as free delivery and returns to attract and retain newly acquired customers who have extra cash to spend due to recent Federal Government tax cuts,” says Mr Ioakim.

Despite recession concerns, 56% of Aussie shoppers say they will spend either the same or more this Black Friday, than in previous years.

“Planning for Black Friday needs to start now.

“Retailers must ensure that their website, apps and backend infrastructure are optimised to avoid any glitches on the day and ensure they can capitalise on collecting customer data insights that can be turned into business outcomes.”

As for the top things that will be bought this Black Friday?

58% of consumers say clothing; 46% say electronics; and 29% say beauty products.

Access the full Black Friday report here.

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