Tuesday 27th Sep 2016 - Logistics Manager

Black Friday online orders to eclipse 2014

Four times as many shoppers are planning to place online orders this Black Friday compared to 2014, according to research conducted by eDigitalResearch on behalf of Yodel.

A survey conducted by eDigitalResearch of 6,371 people found 30 per cent of shoppers planned to make online purchases this 27th November, otherwise known as Black Friday. This contrasts with the mere eight per cent of shoppers who placed online orders last year. Those planning to place orders are predominantly in the 18-24 year old bracket (39 per cent), while less than 20 per cent of over-65s intend to place online orders this Black Friday.

Last year’s Black Friday and Cyber Monday promotions brought disruption to supply chains as delivery firms found themselves overwhelmed.

Dick Stead, Yodel’s executive chairman, said: “2014 was the year that online Christmas shopping in the UK changed forever, with retail websites crashing, warehouses straining and the majority of carriers struggling to cope with unforecast volumes. Our research shows that 2015 is set to break the mould once again, with nearly four times as many people planning to take advantage of the Black Friday online promotions.

However, 76 per cent of those polled said that they would be willing to wait longer for deliveries, as long as they were kept informed of delivery details. And of this 76 per cent, 77 per cent of females were more likely to wait compared to just 72 per cent of males.

More than a quarter (27 per cent) said they would be happy to wait an additional three days for delivery; 28 per cent said two days; and 21 per cent said they would only wait one day. Yodel said that an expanded delivery time frame would have an immediate impact on the capacity issues faced last November.

Thirteen per cent said they would be unwilling to wait at all, however, 44 per cent of those that placed this response said that they would be willing to pay more for next day delivery for orders placed on Black Friday. With Londoners proving the least willing to wait, with just 70 per cent happy to hold on compared to a nationwide average of 76 per cent.

“It’s reassuring that the majority of consumers are telling us that they are prepared to wait a little longer for their delivery during peak promotions,” said Stead. “For them the chance to bag a bargain is more important than the speed it arrives, and this will automatically create extra capacity across the industry and enable us to keep prices at a level that retailers and their shoppers expect.”