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Shop Direct to invest nearly £1m in supporting Black Friday events

Shop Direct, the owner of and, is investing close to £1 million in a week of Black Friday events this year.


Shop Direct to invest nearly £1m in supporting Black Friday events

Shop Direct, the owner of and, is investing close to £1 million in a week of Black Friday events this year.

The retailer  will gear up for’s Black Friday with a TV and press advertising campaign kicking off 48 hours in advance of the day, which this year falls on 28 November.

Black Friday itself will then feature hourly deals across all six of Shop Direct’s digital department store brands. These will run from 7am to 9pm on and from 7am to 6pm on across clothing and footwear, home and leisure, electricals, beauty and gifts. All prices will be live until midnight, and a radio tie-up will see’s hourly promotions announced live across the airwaves nationwide.

A further TV advertising campaign for will continue throughout Black Friday, in conjunction with a print media campaign for

Sunday 30 November, or ‘Sofa Sunday’, will then kick off ‘Cyber Week’ – a full seven days of one-day only deals supported by an outdoor and tactical advertising campaign for

Shop Direct is predicting that Black Friday and Cyber Week will drive millions in incremental sales as price-conscious customers look for promotions in the run-up to Christmas. In total, the retailer is investing close to £1 million to support the period after last year’s event drove its biggest ever sales day.

Jon Owen, retail brands and trading director at Shop Direct, said: “We tested the water last year by introducing Black Friday onto We worked closely with our suppliers to buy in must-have products on promotion and had a hunch that being able to pass on those deals to customers would be a big hit. But the level of engagement and incremental sales it drove completely blew us away. It was hands down our busiest ever trading day, generating up to 10,000 orders per hour on alone.

“If anything, customers are even hungrier for deals this year, so it’s a logical next step for us to roll out Black Friday across all of our brands. And by extending the event over a further seven days with Cyber Week, we think we’ll have something to offer every member of the family in the run-up to what we’re predicting will be another record Christmas for Shop Direct.”  



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