November ecommerce sales have gotten off to a “poor start” as sales dipped in the first two weeks of the month, according to IMRG’s online retail index.
Despite the month now often being described as “Black November” due to early Black Friday deals, IMRG reported a 5.9% year-on-year decline in the week starting October 28, which was the steepest drop since June.
The week beginning November 3 saw an annual fall of 3.9%, but the late timing of this year’s Black Friday on November 29 is a key factor affecting earlier sales.
IMRG said direct year-on-year comparisons for Black Friday is “tricky” due to it falling five days later than last year. It added that as of November 17, under half of the 300 retailers, the company tracks are yet to launch their campaigns.
The fact that Black Friday falls on or after payday makes this a primary shopping day, which could result in a stronger performance on the Friday and a decline in Cyber Monday sales.
November 22, or “fake Friday” could also see a boost as many shoppers mistake that date for the actual Black Friday.
IMRG strategy and insight director Andy Mulcahy said: “The Black Friday period goes on for so long and is such a big part of the year for retailers that it brings highs and lows that can make it difficult to understand if it is going well while it is still active.
“The date move means the weekly like-for-like sales will look a bit odd at first, but by the time we get into December, it should be starting to look a lot clearer. A slow start and a test of nerve for retailers for sure, but we may see a lopsided month here where the second half is much improved. It could be a good peak for retailers yet.”
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