November set to be “record-breaking” month for online sales

Online retail sales skyrocketed 61 per cent in the first week of November suggesting it “is well on track to be a record-breaking month”.

According to the latest figures from IMRG, the first week of this month saw the highest growth in online sales since June, and the fourth highest growth rate this year.

While November usually sees a boost in online sales as shoppers prepare for Black Friday and the Christmas shopping period, IMRG says this spike is much earlier than normal.

News of the second national lockdown, which broke on October 31, is thought to have encouraged shoppers to get their purchasing done early.

Retailers are also thought to have driven this growth by launching Black Friday campaigns earlier than ever this year.

On November 11, three times as many retailers had launched a Black Friday campaign compared to the same day in 2019.

READ MORE: Experts predict “permanent shift” to online shopping as Black Friday approaches

“In contrast to some of the more pessimistic forecasting around Black Friday sales that seems to be emerging, this impressive growth indicates that November is well on track to be a record-breaking month for online retail,” IMRG’s managing director Justin Opie said.

“It is important to remember that whilst Black Friday is still the peak shopping day of the year, its stand-alone significance is waning as Black Friday has evolved into a month-long sales period. Good news for retailers trying to manage this high demand.”

IMRG’s strategy director Andy Mulcahy added: “Circumstances appear to be conspiring to make November a very big month for online sales. Black Friday week always is, but this year there was a need to encourage shoppers to do the bulk of their online purchasing a bit earlier, so we can avoid heavy backlogs and delays in proximity to Christmas.

“The fact that people have responded so strongly early in November is very positive in that respect, as it’s best to experience potentially overwhelming volumes now so it can all be processed well in advance of Christmas.”

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