Black Friday Playbook 2017

Download this guide now to:

  • Get the full key learnings and guidance on how to prepare for Black Friday
  • Discover what's influencing peak trading seasons
  • Find out the considerations for on-the-day tasks
  • Understand what this all means for retailers' back-end operations


November is the new Noel!

Wunderman Thompson Commerce has developed an uncanny knack for savvy predictions - we were bang on the money for Black Friday in 2015 and 2016. And, in 2017, we projected that online sales during November will surpass December, with UK shoppers spending £20bn online in November, and £7bn spent over the seven days of Black Friday week. Are your operations ready to seize the opportunity?

Top Tips for Black Friday

  • Get optimised for mobile. People are now choosing to shop via mobile over desktop. 2016 was the tipping point!
  • It's no longer a one day phenomenon - it's a spread. Be prepared for a rise in volume across November
  • The Brexit impact. With sterling down, look out for a rise in international orders
  • Test everything from back-end including fulfilment systems and services, to the front end with payment transaction and search fluidity
  • Look at your data. Implement an operations dashboard to proactively respond to issues before they escalate

related content

Black Friday 2017 roundup - our results

Take a quick look at what we saw from our peak operations centre over the week-long Black Friday period (Monday 20th - Monday 27th November 2017).

Read the blog

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Black Friday 2018 report 500x333

Black Friday 2018 Playbook

Consumers look set to spend big once again. Our research suggests UK consumers will spend nearly £5 billion in Black Friday 2018, with nearly £2.5 billion in online purchases.

Download the Guide