IMRG Christmas and Black Friday 2018 Review

Supported by IBM

Summary

Black Friday has demonstrated a remarkable ability for refusing to settle down into a reliable pattern. It was a day, then a weekend, then a week and now, quite possibly, it’s the entire month of November.

Or, is it even more than that? As people know that there is a period approaching Christmas when all retailers are forced into heavy discounting, it has a significant impact on customer behaviour over the months leading into – and out of – November too.

Black Friday 2018 was a very interesting event, probably the most disruptive and confusing one since 2014. So what did we learn this year, and where does it go from here? This report provides a comprehensive analysis of the peak period in 2018, backed by extensive sales data provided directly to IMRG by more than 210 leading retailers.

This report covers:

Which dates we now term as the 'peak' period
Overall Christmas trading performance
Lessons from Black Friday 2018
Six reasons why spend was subdued during Black Friday 2018
Email marketing volume throughout November
The preferred peak delivery option
Predictions for the future

This report is supported by IBM.

IBM is a global cloud platform and cognitive solutions company, which has continually evolved over the past century to remain at the forefront of technological innovation.

Download the Executive Summary

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IMRG members – login at the top right on this page and then download the full report with the button at the bottom of the page.

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IMRG Christmas and Black Friday 2018 Review

Supported by IBM

Summary

Download the Executive Summary

IMRG Members - Download the Full Report

IMRG members can access the full report here. Simply login at the top right of the page to view the download button.

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