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PwC Ireland’s Retail and consumer team partnered with Retail Services Ireland – who gather footfall data across multiple locations, including high streets and shopping centres – to research and understand shopping behaviours on the weekend of Black Friday. What initially was an American import, Black Friday and its online equivalent, Cyber Monday, have been embraced by Irish shoppers. We wanted to understand to what extent it was becoming part of Ireland’s retail calendar.
On Friday, 24 November 2017, Irish shoppers took to the high street and shopping centres across Ireland to avail of promotional offers from retailers as part of the Black Friday shopping weekend.
This was evident as total footfall figures captured were up 30% compared to the previous Friday, 17 November, demonstrating that Black Friday was a key shopping event in Ireland last year.
There was an even greater Black Friday impact in shopping centres, where footfall was up nearly 40% compared to the previous Friday. This could be as a result of retailers who more actively participate in Black Friday promotional sales, such as electronics and homeware, being traditionally located in shopping centres as opposed to the high street.
As Black Friday establishes itself as a major shopping event and becomes recognised as the beginning of the Christmas shopping season, we expect to see a similar significant impact on footfall across Ireland on 23 November 2018 as we did in 2017.
We will be analysing the footfall impact of Black Friday 2018 later this month and will share those results when we have them.