Black Friday or Bleak Friday?

In Industry Comment, Industry News On

Optiseller stats have revealed that Black Friday isn’t as important to all sellers as might be expected.

The company used this year’s Black Friday as an opportunity to look at how some of the largest sellers on eBay UK performed on what is perceived to be one of the most important trading periods of the year for online retailers.

Optiseller COO Declan Power commented: “We looked at a mix of top 10 and top 100 eBay sellers across different categories such as fashion, tech, and home and garden and monitored their performance. These included household names such as Tesco, Argos, Littlewoods, Currys PC World, and Superdry, as well as some perhaps less obvious but significant eBay sellers such as ‘ppretail’ (Home & Garden) and ‘kenable_ltd’ (Computers).

“What we discovered was that despite the perception that Black Friday is a boon for all online retailers, performance across the test sample was mixed at best. While 30% of sellers experienced a significant uplift (more than 10%) in sales volume over the period, and another 30% experienced a more moderate (more than 3%) sales uplift, the remaining 40% of sellers saw little or no increase in sales performance over the weekend.”

For some sellers, it doesn’t appear to make sense to actively discount and promote for Black Friday, Optiseller concludes. Commodities and seasonal stock such as IT peripherals and home and garden product lines don’t appear to sell well on Black Friday. This may be due to lack of consumer demand, or a reluctance by sellers to discount and promote such items in the belief this is more likely to displace future sales rather than generate additional growth. For clearance channel sellers, lack of stock depth may preclude participation.

Therefore, while Black Friday can be beneficial for eBay sellers, it pays to consider whether it suits your business, and if you are going to participate, Optiseller advises.

You may also read!

Hotpoint launches GentlePower washing machine

Hotpoint has launched a premium range of washing machines, which includes a 9kg, ‘A’ energy rated, GentlePower washing machine

Read More...

Fisher & Paykel’s first induction hob with integrated ventilation

The newest addition to the Fisher & Paykel appliance range is the brand’s first induction hob with integrated ventilation.

Read More...

Caple debuts its new induction downdraft extractor

Caple’s new induction downdraft extractor (DD810BK) features an integrated motor, which is located just below the hob. When using the

Read More...

Mobile Sliding Menu

©2021 Innovative Electrical Retailing. Datateam Business Media Limited. All rights reserved.
Registered in England No: 1771113. VAT No: 834 8567 90.
Registered Office: 15a London Road, Maidstone, Kent ME16 8LY
open