Black Friday and Cyber Monday created 'online tsunami' header image

Published: 22nd Jun 2016

The number of Brits clamouring for bargains on Black Friday and Cyber Monday created an "online tsunami" that many retailers struggled to cope with.

This is according to the IMRG MetaPack Delivery Index, which revealed the huge increase in orders between November 28th and December 1st tested the limits of e-commerce firms and delivery companies.

It was stated in the index: "The extensive promotion of Black Friday and Cyber Monday created an online tsunami as shoppers held back their orders in the week prior to the ‘super sales’ weekend."

Despite this added pressure, the majority of deliveries were still made in time for Christmas. Meanwhile, the report revealed 93 per cent of the deliveries made in November arrived on time.

Andrew Starkey, head of e-logistics at IMRG, said the strain placed on retailers this year will help the industry to cope when Black Friday and Cyber Monday return.

"I have no doubt that retailers and their supply partners will review the impact of 'super sales' days in the run-up to Christmas and will learn the lessons for next year."

The index found that by the end of November, e-retailers had already dispatched more deliveries than they did in the whole of 2013, demonstrating the growing popularity of online retail.

Angela O’Connell, strategy and marketing director at MetaPack, said that while there are always lessons to be learned, the e-retailing industry is evolving well to meet growing demand for its services.

According to Experian and IMRG research, Brits will have spent some £1.3 online over the Christmas period. Some £636 million of this is believed to have been spent on December 25th alone, which works out at £441,000 per minute.

The organisations also revealed £810 million was spent on Black Friday, which is a record for online expenditure in a single day. A further £748 million is thought to have been spent on Boxing Day, showing Brits cannot resist the lure of an online bargain.