"Black Friday has been one of the UK's biggest yearly shopping events for well over a decade now, long-cemented into advertisers' calendars. This year, UK shoppers are expected to spend £9.52bn over the four-day Black Friday weekend, over half of which is projected to be spent online. Challenges continue to rear their heads, as the ad landscape becomes more complex, fragmented, and AI-powered."
"Alongside this, UK consumers remain cautious spenders, facing a relentless cost of living crisis with surprise bill increases, rising food prices, and an ever-worsening housing market. Despite the challenges, doors also open. The retail media sector is growing rapidly, bringing about new opportunities for brands to connect with consumers. Meanwhile, developments in tech continue to help advertisers reach new audiences."
"The Golden Quarter may be highly competitive, but marketers who play the long game with a data-driven, audience-first approach will find value beyond the festive window. Outsmarting the competition isn't about outspending them during Q4; it's about applying insight to reach the right audiences when others aren't paying attention. Black Friday is a powerful moment for consumer engagement, but it's one goalpost among many to win for brands. The real opportunity lies in how brands leverage this seasonal momentum to build lasting relationships with their"
Black Friday weekend in the UK is forecast to generate £9.52bn in spending, with over half expected online. The advertising landscape is becoming more complex, fragmented, and AI-powered, while consumers stay cautious due to the ongoing cost-of-living crisis, rising food prices, surprise bill increases, and a worsening housing market. The expanding retail media sector offers new opportunities for brands to connect with consumers. Technology developments continue to help advertisers reach new audiences. Marketers are advised to adopt a data-driven, audience-first, long-term approach to find value beyond the festive window.
Read at Exchangewire
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