Online sales see “Black Friday” levels of growth thanks to fashion boost

Online retail sales are growing at levels usually seen during Black Friday as the COVID-19 pandemic continues to dramatically change the retail landscape.

Last week online sales grew by 38 per cent according to the latest figures from IMRG-Capgemini’s sales tracker.

According to Capgemini’s Lucy Gibbs, this is the sort of growth only seen around the year’s most lucrative sales events like Black Friday.

Multichannel retailers saw their online sales shoot up 68 per cent, while pureplays saw more muted growth of four per cent in the week to April 14.

READ MORE: Non-essential online shopping “no longer a sin” says delivery giant

Meanwhile online fashion sales are beginning to recover after seeing a 23.1 per cent drop throughout March, dropping eight per cent year-on-year but growing 19 per cent compared to the week before.

Separate figures from Emarsys found that ecommerce sales grew 83 per cent year-on-year over the last two weeks, marking the highest growth since the start of the COVID-19 crisis.

This was largely due to a resurgence in fashion spending, which saw staggering growth of 86 per cento over the same period.

“Ecommerce is now more important than it has ever been — both from a business point of view to mitigate cashflow issues and from a consumer point of view to get access to goods and services,” Emarsys senior vice president Alex Timlin said.

“The more businesses now look to bolster ecommerce, the more we can offset what is a terrible situation.”

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