1 December 2017
Black Friday went through the roof
8 out of 10 online shops were ready to welcome the customers to Black Friday last Friday and the expectations of the Danish e-sellers were high.
High expectations for 2017
Since 2012, the number of online shops participating in Black Friday has increased significantly. The American sales phenomenon started as a day of sales for the physical shops, while Cyber Monday became the online shops’ version. However, in recent years, the online shops have also taken Black Friday to heart, giving them now two large days of sales of which Black Friday has developed into being the largest.
According to a survey conducted by FDIH, every fifth shop this year expected that Black Friday would be 50% bigger than in 2016, whereas figures from 2015 showed that trading was increased by 41% compared to 2014 in Denmark. Recent years’ statistics also show that even though the expectations were high, they were by no means unrealistic for 2017.
The expectations were satisfied
After last Friday’s huge sales, figures from Nets show that the Danes spent more than DKK two billion on the many good offers which makes Black Friday 2017 the largest isolated day of trading ever in Denmark. But it was not just in the physical shops that the Danes chose to buy the many offers. Figures from DIBS show that the Danish webshops completed 46% more transactions compared to Black Friday last year.
Spokesperson from DIBS Payment Services, Henriette Høyer
”Simply put – it was crazy. Black Friday was not just the year’s largest day of trading online; it is the largest day of trading we have ever observed in this country. It cannot be more clear: Black Friday is going online”
Hesehus’ customers also had high expectations for the sale- expectations which were certainly satisfied!
Zizzi increases turnover by 164%
Zizzi has grown rapidly since Black Friday last year and they have entered two more markets; Norway and Germany. As a result, the expectations of the fashion brand were of course also high for this year’s largest day of trading. Zizzi expected an increased sale of approx. 40% compared to 2016.
These expectations were certainly satisfied and were indeed outshined when the figures from Black Friday revealed an increased turnover of 164% as well as an increase in the number of orders by 172% compared to last year’s campaign.
“We had expected to see an increase in sales this year compared to last year. However, we can see that our expectations have been somewhat modest - but it is a pleasant surprise! We are more than satisfied with Black Friday 2017!”
Erik Stengaard-Pedersen, Head of E-commerce & Omni-channel, Zizzi
Wupti increased sales by 30%
The largest day of trading in Wupti is Black Friday with expectations for the day this year to increase the turnover by 30% compared to last year.
Already during the night, it seemed to be a good Black Friday in Wupti. Friday morning, they were able to establish that the result of the night was beyond what was expected. The figures from the entire Friday show a total increased turnover of approx. 30% and approx. 70% of number of orders compared to 2016.
It has been the best Black Friday in the history of Wupti and the expectations were certainly satisfied.
"It was a very good Black Friday for Wupti this year. It was important to us that Wupti’s webshop was able to cope with the huge pressure on the solution this day, and it was. Our expectations to the sale were also satisfied so we are very pleased with the results!”
Nanna Lenander, Head of Development, Wupti
Optimisation of the user experience provided good results
The primary focus in Matas was to optimise the user experience in the webshop with focus on the mobile in particular and to ensure the customers an optimal experience through the entire process – before, during and after a purchase. In addition, Matas expected to see a significant increase in the number of orders compared to 2016.
Black Friday 2017 turned out to be the best in the history of Matas. The site performed very reliably from the beginning to the end and our stock was low on Black Friday packages already Monday morning. Since Matas is a listed company, we cannot inform about specific results, but the number of orders increased as expected and in general there is great satisfaction after a busy weekend.
“This year, we have increased focus on the customer journey and optimisation of the user experience in our webshop, especially on the mobile in combination with a hardcore effort regarding stock and delivery to be able to satisfy the consumers’ increasing expectations to fast delivery – and it paid off. We have had our best Black Friday in the history of Matas – and it is so cool!”
Michael Wassmann Karlsen, E-commerce Manager, Matas
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