Consumers will turn to their smartphones to avoid the push-and-shove of Black Friday

The latest guide from SMS firm, Textlocal, shows that retailers must adapt to a mobile marketplace if they are to effectively compete in this year’s Black Friday sales.  It indicates that retail sales have fundamentally changed with as many as 80% of consumers now engaging with retailers via their smartphones.

  • Last year, more than 90% of retailers took part in Black Friday and an incredible £1.4bn was spent in online sales in the UK, an 11.7% increase year-on-year according to IMRG.
  • Three quarters (75%) using their phones to browse the internet every day and an average monthly spend growing to £36.12.
  • Nearly half of the population (48%) welcome receiving promotional messages from their preferred brands and a further 60% are happy to receive vouchers via the mobile channel.
  • 67% of consumers welcomed delivery updates, 60% want to receive discounts, a third (35%) wish to receive offers while 37% of users have made a purchase as a direct result of receiving a message from a business.

The uptake of smartphones has made shopping a 24/7 experience, with users no longer restricted to the opening times of bricks and mortar stores, and Black Friday sales have now become a week-long event.

Textlocal MD Jason Palgrave-Jones