"According to Adobe Analytics, UK consumers spent £3.63bn online across BFCM in 2024, with Black Friday alone accounting for £1.12bn. Retailers from Argos to John Lewis launched weeks of promotions. Yet Amazon maintained its dominance during the event, accounting for around 30% of ecommerce spend according to Statista. Amazon's scale, Prime fulfilment network, and retail media ecosystem ensured the retailer drew the lion's share of shopper attention."
"Prime Day in July this year underlined this point. Amazon stretched the event across four days, but while traffic was strong, the additional days did not generate more overall volume - they simply spread demand more thinly and shifted pacing. Data from IMRG, the UK's largest ecommerce association, showed that many UK shoppers began browsing across multiple retailers and categories well in advance, only pulling the trigger on purchases once the peak Prime Day window arrived."
Black Friday and Cyber Monday have become a multi-billion-pound retail event in the UK, with £3.63bn spent online across BFCM in 2024 and £1.12bn on Black Friday alone. Retailers ran multi-week promotions, but Amazon accounted for roughly 30% of ecommerce spend thanks to scale, Prime fulfilment, and retail media. Success on Amazon requires full-funnel planning and strategic lead-in and lead-out activity to engage shoppers at every stage. Brands should begin planning by early September to avoid playing catch-up. Prime Day showed extended event windows can spread demand without increasing total volume, while shoppers increasingly browse early and delay purchase until peak windows.
Read at The Drum
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