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Opinion Black Friday winners and losers... how we are all slipping into new online shopping habits


What did you buy this Black Friday? There is high probability that your online shopping desires were different from this time last year. Creature comforts were very much to the fore, as slippers and comfy clothes were the real win- ners, while games consoles flew off the proverbial shelves! Party dresses and designer heels were the big losers com- pared to last year, while items such as patio heaters and firepits were very pop- ular reflecting a trend towards “outdoor living” due to Covid.


This was a bumper year for Black Fri- day with US online sales of $9bn (22% increase on 2019) and it appears all we want for Christmas is a comfy pair of slippers and an Xbox or PS5. E-com- merce experts Optiseller took a look at who were the winners and losers this year based on data from their online platform which helps sellers maximise sales on online marketplaces. Richard Falconer, COO at Optiseller said: “Each year we look at Black Friday data gathered on our system to analyse trends in which product categories are doing well and badly. I believe this year is very significant in terms of how the pandem- ic has changed consumer behaviour. For starters, there has been a massive increase in online shopping overall due to the lockdowns: online sales this year


have broken all records. People have been forced to shop online during the Black Friday period due to non-essential shops being closed but not wanting to miss out on deals. Ironically supermar- kets have been able to continue to sell clothes whilst clothes shops are forced to shut. Clothing has taken a hit as more people are working from home and don’t need smart working clothes, but this has been counterbalanced by upward sales of loungewear and leisurewear, includ- ing tracksuits. Moreover, with few office Christmas parties, this year people are not shopping for new outfits.


“Not surprisingly games console sales have gone through the roof and this looks set to continue with the introduc- tion of new kit and games into the mar- ket. Interestingly, a significant portion of online shoppers on Black Friday were completely new to internet shopping ac- cording to Adobe Digital Insights.”


About Optiseller


Optiseller is an e-commerce data plat- form that provides over 35,000 on- line retailers in over 40 countries with the tools they need to control, manage and monitor their performance. The system produces rich data which can be analysed to grow sales and improve performance across multiple e-com- merce channels, including eBay, Am- azon, and Wish.com, as well as pro- prietary and own brand. Optiseller can also provide clients with bespoke data tools and solutions, and the platform is fully scalable with users ranging from niche sellers to global enterprise clients. For more information, visit www.optiseller.com


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