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Smartphone shopping wins out during busiest periods

01 December 2017 - 10:14 by Paul Tissington

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Statistics published recently by IMRG suggest that more people carried out safe shopping online using mobile devices during Black Friday this year than on any other platform, according to Internet Retailing.

This suggests that the smartphone takeover of the e-commerce industry is picking up pace, with 39 per cent of all sales attributed to portable handsets in particular.

As a result, both desktop PCs and tablet computers were outshone by smartphones, with analysts surprised to see mobiles doing so well given that Black Friday generally falls on a standard working day in the UK.

It seems that in spite of millions of Brits sitting at their desk with a traditional computer or laptop at their disposal, many people decided to carry out safe shopping online from their smartphone. And, of course, this could be partly as a result of the fact that many organisations frown on the use of e-commerce sites during office hours.

In terms of when people are buying online throughout Black Friday, there was a significant spike in the number of people jumping online before 6am on the day itself, suggesting shoppers were eager to get in early and take advantage of offers before stocks were depleted.

Interestingly, the IMRG report also focuses on the fact that Black Friday has become central to the deals that retailers promote in November as a whole, with almost all other unrelated bargains being shelved in favour of time-limited price cuts tied to this event.

Almost a third of the retailers analysed as part of this report were already promoting Black Friday campaigns a week before the day itself. And as mobile browsing and smartphone shopping habits continue to develop, this will be reflected in the kinds of experiences and offers that are available.