Online sales during Black Friday will be lowest ever, says IMRG

Black Friday mobile shopping

IMRG has given its “lowest Black Friday forecast” for online sales ever ahead of the major discounting event.

Black Friday online sales are expected to grow 2%-3% during the period – defined as November 25 to December 2, 2019 – however, given the ongoing challenges facing retail, the tracker suggests sales could “possibly be flat”.

During December, online retail sales are expected to grow 1%-2%, which is a weak comparison with last year’s growth of 3.6%, which was the lowest month of December on record.

The subdued forecasts have been attributed to several factors including political uncertainty, consumer confidence, heavy discounting periods and bigger spending on leisure and entertainment.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.