The latest figures from the IMRG Capgemini e-Retail Sales Index reveal that online retail sales recorded their highest ever month-on-month (MoM) growth since the Index launched 15 years ago in November – up 40 per cent on the previous month. During the Black Friday period, shoppers compensated for withheld spending in the previous month, when the Index recorded its lowest ever annual growth for the month of October.
The record-breaking spike in online sales was driven by the growth of mCommerce, with purchases made via a smartphone accounting for 32 per cent of all mCommerce sales – a record high for these devices. Sales made on a smartphone grew by 97 per cent year-on-year, while purchases made on a tablet showed a record low of just 12 per cent year-on-year growth. While growth is slowing, however, tablets still accounted for 68 per cent of mCommerce sales in November.
Electricals and gifts, sectors that would be expected to do well during the Black Friday period, both registered impressive month-on-month growth rates of 83 per cent and 134 per cent respectively. 39 per cent of electrical sales and 40 per cent of gift sales fell in the week of Black Friday. However, electricals registered just 5 per cent year-on-year growth over the month as a whole – significantly lower than the Index growth rate of 11 per cent – continuing what has been a disappointing year for growth in this sector. 
“It’s becoming clearer that Black Friday is the on-line retailer’s day, taking sales away from the High Street and out-competing their multichannel counterparts,” said Alex Smith-Bingham, head of digital, consumer products and retail at Capgemini. “The significant shift to smartphones shows that those with a mobile-first strategy across the customer journey are at a distinct advantage. The results in December will tell whether the success for online retailers is limited to the day or the two-week period.”
Whilst the Index spans November 2015, 35 per cent of all sales were in the final week, commencing 22 November, which included Black Friday. Sales on Cyber Monday (30 November) will be included in the December figures.
