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This year's Black Friday set to be UK’s first £1 billion online shopping day
Black Friday 2015 is set to be the UK's first £1 billion online shopping day according to new research.
A study by digital commerce consultancy Salmon shows that the £1 billion milestone will be driven by the growth of online shopping generally, alongside an increased awareness of Black Friday and the deals available.
The research found that 30% of UK shoppers plan to buy online during this year's Black Friday compared to 8% last year. Salmon’s experts also expect demand to surge before Friday 27 November with shoppers increasingly savvy to retailers listing sale items early.
Glen Burson, chief technology officer at Salmon, said: “Black Friday 2014 was bigger than any UK retailer could have anticipated and whilst they forecasted a spike on the peak trading day, many back-end systems weren’t ready to cope with this new phenomenon. This caused websites to crash, orders to be lost and other similar issues.
“With three months to go, retailers need to address their online operations as a priority in a bid to avoid site outages, slow browsing and queuing; anything which could damage the customer experience and results in lost sales.”