High Streets Initiative · 14 November 2017

Small retailers eye Black Friday success with one in four set to participate

Black Friday falls on Friday 24 November 2017, with Cyber Monday three days later
Black Friday falls on Friday 24 November 2017, with Cyber Monday three days later

Almost a quarter of the UK’s independent retailers are preparing special Black Friday offers, according to new survey findings, as the growing value of the sales weekend sees the number of participating businesses rise significantly.

In 2016, retailers generated record sales of £5.8bn in the four days between Black Friday to Cyber Monday – a 15 per cent increase on the previous year. On Friday 24 November this year, even more small business owners are looking to get a cut of the takings.

After polling independent retailers on behalf of Amazon, YouGov found that 23 per cent were looking at ways to leverage the popularity of Black Friday. In 2016, just 14 per cent participated in the sales weekend, demonstrating the growing awareness among smaller businesses of the potential of Black Friday.

Read more: Ten top Black Friday marketing strategies for independent retailers

Overall, over a third of small business owners said Black Friday was one of the most important trading days of the calendar year. Considering that 82 per cent of those participating expected to make more sales on Black Friday than a regular day, it’s little wonder more retailers than ever are keen to get involved.

Amazon’s Marketplace platform, a designated area for small businesses to trade in, has put several independent brands centre stage to promote their offering to online customers.

Gayle Hunter, founder of lifestyle and beauty brand Luxelu, spoke about her Black Friday success in 2016, which saw sales increase by 300 per cent.

“Black Friday has grown for us year on year, and it’s helped us to grow our business by increasing sales and reaching new customers,” she said.

“We’re expecting this year to be bigger and better than ever before, with more customers discovering our products, helping to build our brand in the UK and across Europe.”

Meanwhile, Amy Galloway, of Shearer Candles, explained how an online-first approach of UK consumers had enabled the 120-year old business to increase sales.

“The growth of ecommerce has helped us expand our retail stores, and Black Friday has helped us grow our business because we’ve been building on the potential of people’s intent to purchase over that period,” she said.

Prepare your company by taking a look back at our other Black Friday content:

This article is part of a wider campaign called the High Streets Initiative, a new section of Business Advice championing independent and small retailers by identifying the issues that put Britain’s high streets under pressure. Visit our High Streets Initiative section to find out more.

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ABOUT THE EXPERT

Simon Caldwell is a reporter for Business Advice. He has a BA in politics and communications from the University of Liverpool, and previously worked as a content editor in the ecommerce industry.

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