Black Friday is one of the most popular shopping periods for people to bag great discounts.

With the importance of Black Friday showing no sign of abating, our Shopper Insights and Audience Measurement experts pulled data from our online audience measurement service, Ipsos iris, to take a retrospective look at 2022 and hypothesise what might happen this year.

📈Time spent on retail and commerce brands rose above the November daily average exactly a week before Black Friday, as the event stretches over a longer period of time. Time spent browsing was above the monthly average for 10 consecutive days.

đŸ§‘â€đŸ’»The most active participants were those aged 25-34 and with higher incomes.

👗The categories that showed the highest levels of engagement are generally those we would expect – Games and Toys, and Fashion.

đŸ„‡Amazon held the top spot for both in app and on site time spent in Retail.

🚀Among the top 20 largest retail brands, Argos and John Lewis & Partners were the retailers with the biggest increases in time spent browsing on Black Friday, followed by Boots UK and Etsy

👠Broadening out to the top 100 by audience, fashion and beauty brands/retailers including adidas, LOOKFANTASTIC.COM, Boohoo Group PLC and Nike all saw more than twice as much time spent on their sites and apps compared to the daily average for November.

Download the free report into Black Friday 2022 here:

For 2023, Boots UK was one of the big winners on this Black Friday, with time spent across its website and app more than doubling compared to the daily average for the previous 28 days. 

Data from UKOM endorsed Ipsos iris shows that among the top 20 retail brands by audience, Boots saw the largest increase in time spent (+106%), followed by Argos (+91%) and John Lewis & Partners (+59%). 

However, the length of Black Friday sales continues to grow: Amazon saw the biggest jump in time spent browsing a full week before Black Friday, on the 17th November, when it launched its Black Friday event. 

Ipsos iris can provide the insight to understand timely market trends and competitor activities to plan, hone and execute your own campaigns.

Amazon saw more time spent on site and app a week before Black Friday