{"id":538470,"date":"2020-12-18T15:55:00","date_gmt":"2020-12-18T15:55:00","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?post_type=press-release&#038;p=538470"},"modified":"2025-03-10T09:30:05","modified_gmt":"2025-03-10T09:30:05","slug":"lockdown-2-0-and-black-friday-trigger-highest-november-online-sales-growth-since-2007","status":"publish","type":"press-release","link":"https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/lockdown-2-0-and-black-friday-trigger-highest-november-online-sales-growth-since-2007\/","title":{"rendered":"Lockdown 2.0 and Black Friday trigger highest November online sales growth since 2007"},"content":{"rendered":"\t\t<div class=\"wp-block-cg-blocks-hero-press-release\">\n\t\t\t<header class=\"header-hero-press-release\" role=\"main\" id=\"main-content-press-release\">\n\t\t\t\t<div class=\"container\">\n\t\t\t\t\t<div class=\"hero-press-release\">\n\t\t\t\t\t\t<div class=\"hero-press-release-content-wrapper\">\n\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t<div class=\"col-12\">\n\t\t\t\t\t\t\t\t\t<div class=\"header-title\">\n\t\t\t\t\t\t\t\t\t\t<h1>\n\t\t\t\t\t\t\t\t\t\t\tLockdown 2.0 and Black Friday trigger highest November online sales growth since 2007\t\t\t\t\t\t\t\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"header-description\">\n\t\t\t\t\t\t\t\t\t\t<p><\/p>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"header-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Dec 18, 2020<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/header>\n\t\t<\/div>\n\t\t\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/lockdown-2-0-and-black-friday-trigger-highest-november-online-sales-growth-since-2007\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/lockdown-2-0-and-black-friday-trigger-highest-november-online-sales-growth-since-2007\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\"><strong>LONDON UK \u2013 15 December 2020: <\/strong>As the UK plunged into a second lockdown, online retail sales in November rocketed back up to +39% Year-on-Year (YoY), according to the latest IMRG Capgemini Online Retail Index, which tracks the online sales performance of over 200 retailers. With high street stores closed and Black Friday discounts running throughout the month, this represented a +58% growth from October as well as an increase on the 3-month rolling average of 34% (though not on the 6- and 12- month averages of 45% and 40% respectively).<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>From a category perspective, and despite a successful year to date, Black Friday still drove significant sales in electricals, which were up +72.8% (YoY). As people continued to spend time outside due to lockdown restrictions, garden sales were also up a surprising +127% (YoY). Perhaps in a nod to the upcoming festive season, another high performing category was homeware &amp; decorations, which was up +154% (YoY). After October\u2019s spike in sales, however, footwear fell once more to -9.1% (YoY) and was the only category to see declining growth.<\/p>\n<\/blockquote>\n\n\n\n<p>Other notable spending trends in November included a spike in mobile commerce sales, up +110% (YoY), and evidence of consumers buying in bulk, with the Average Basket Value (ABV) totalling \u00a398 \u2013 that\u2019s compared to \u00a375 in November 2019.<\/p>\n\n\n\n<p><strong>Lucy Gibbs, managing consultant \u2013 Retail Insight,<\/strong> <strong>Capgemini<\/strong>: <em>\u201cThe first few weeks in November were particularly strong, as retailers started their discounts significantly earlier than previous years. The second lockdown meant that high street doors were closed once again across England, and the focus online meant that retailers needed to spread the demand across the period to cope with peak sales.<\/em><\/p>\n\n\n\n<p><em>\u201cThis year has seen a shift in consumer demand in product categories; electricals and home continued to outperform in November, boosted by entertainment releases and the outlook of winter nights ahead. Increased spending over the holiday period may also provide relief for some retailers from customers who have been able to save throughout lockdowns; we have seen that the basket value was 30% higher this November than in 2019. As we move into December, online and operations will be a differential in the run up to Christmas and although spending patterns remain unpredictable for the foreseeable future, there is no doubt that the significance of digital-led shopping experiences and habits are here to stay.\u201d<\/em><\/p>\n\n\n\n<p><strong>Andy Mulcahy, strategy and insight director, IMRG<\/strong>: <em>\u201cAlthough the rate of growth in November was lower than we\u2019ve seen at other times this year, you have to bear in mind that November volumes are far, far higher than over the spring and summer. For this reason, it was actually a huge month for online growth, especially since it built on a strong rate of growth in 2019. It was also the highest November growth rate since 2007 \u2013 and there have been some huge Novembers since Black Friday arrived in the UK.<\/em><\/p>\n\n\n\n<p><em>\u201cThe positive news for retailers is that the actual monetary spend was the highest we\u2019ve ever recorded in our index \u2013 shoppers started spending early in November and continued to do so right the way through the month. It has led, as expected, to some delivery delays. One area of concern will be the fact that sales growth online remained very strong (+52%) in week one of December, so the volumes are still incredibly high as we approach Christmas, causing further pressure for carriers.\u201d<\/em><\/p>\n\n\n\n<p><strong>-ENDS-<\/strong><\/p>\n\n\n\n<p><strong>Disclaimer<\/strong><\/p>\n\n\n\n<p>The IMRG Capgemini Sales Index was adjusted in August 2020 to reflect updated historic figures from our retail panel. Previously reported results have been recalibrated to provide a more accurate view of the market index.<\/p>\n\n\n\n<p><strong>About the \u2018IMRG Capgemini Online Retail Index\u2019<\/strong><\/p>\n\n\n\n<p>The IMRG Capgemini Online Retail Index, which was started in April 2000, tracks \u2018online sales\u2019, which we define as \u2018transactions completed fully, including payment, via interactive channels\u2019 from any location, including in-store.<\/p>\n\n\n\n<p><em>*Please note from January 2020 the Index no longer includes data from the travel sector<\/em><\/p>\n\n\n\n<p><strong>About IMRG<\/strong><\/p>\n\n\n\n<p>For over 20 years, IMRG (Interactive Media in Retail Group) has been the voice of e-retail in the UK. We are a membership community comprising businesses of all sizes \u2013 multichannel and pureplay, SME and multinational, and solution providers to industry. We support our members through a range of activities \u2013 including market tracking and insight, benchmarking and best practice sharing. Our indexes provide in-depth intelligence on online sales, mobile sales, delivery trends and over 40 additional KPIs. Our goal is to ensure our members have the information and resources they need to succeed in rapidly-evolving markets \u2013 both domestically and internationally. <a href=\"http:\/\/www.imrg.org\/\">www.imrg.org<\/a><\/p>\n\n\n\n<p><strong>About Capgemini<\/strong><\/p>\n\n\n\n<p>Capgemini is a global leader in consulting, digital transformation, technology and engineering services. The Group is at the forefront of innovation to address the entire breadth of clients\u2019 opportunities in the evolving world of cloud, digital and platforms. Building on its strong 50-year+ heritage and deep industry-specific expertise, Capgemini enables organizations to realize their business ambitions through an array of services from strategy to operations. Capgemini is driven by the conviction that the business value of technology comes from and through people. Today, it is a multicultural company of 270,000 team members in almost 50&nbsp;countries. With Altran, the Group reported 2019 combined revenues of \u20ac17billion.<\/p>\n\n\n\n<p>Visit us at <a href=\"http:\/\/www.capgemini.com\/#_blank\">www.capgemini.com<\/a>. <em>People matter, results count.<\/em><\/p>\n\n\n\n<p>\u2014\/\u2014<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<div class=\"wp-block-cg-blocks-cg-block-related-content\"><section class=\"relatedContentBlock\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 class=\"related-content-heading\">Related News<\/h2><\/div><\/div><div class=\"row relatedContent\"><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Read more about 2026 Capital Markets Day: Capgemini poised to capture the full value of the Agentic AI revolution\" href=\"https:\/\/www.capgemini.com\/gb-en\/news\/press-releases\/2026-capital-markets-day-capgemini-poised-to-capture-the-full-value-of-the-agentic-ai-revolution\/\" 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