What is Black Friday All About?

black friday

As the year winds down, Black Friday and Cyber Monday dominate our shopping conversations. But what exactly are they, and how have they changed how—and when—we shop?

Origins & Meaning

  • Black Friday: Originating in the US, this falls on the day after Thanksgiving (the fourth Thursday in November) and marks the official start of the Christmas shopping rush. Originally tied to brick-and-mortar stores, it has become the busiest shopping day in the US since around 2005.

  • Cyber Monday: Launched in 2005 as an online-centric counterpart to Black Friday, it falls on the Monday immediately after Black Friday. The goal? Encourage people to shop online by offering exclusive digital deals.

The term Black Friday refers to retailers turning “in the red” (loss) into “in the black” (profit) thanks to high consumer spending.

UK Adoption and Skyrocketing Growth

  • In 2013, major UK retailers like Amazon, John Lewis, and Asda introduced Flash deals on Black Friday—initiating its annual UK evolution.

  • From 2015–2019, Black Friday and Cyber Weekend delivery figures rocketed from £1.1 bn (2015) to approximately £4.8 bn (2018) in UK online sales.

  • By 2019, Black Friday fell on Friday 29 November and Cyber Monday on 2 December, timed to maximise payday momentum.

2024 Trends & Data

UK Online Sales (Adobe Analytics & Barclays)

  • Total Black Friday/Cyber Monday 2024 online sales hit £3.63 bn, up 5.2% YoY.

    • Black Friday alone: £1.12 bn (+7.2%)

    • Cyber Monday: £926 m (+5.1%)

  • Overall Black Friday retail transactions grew 9.5% YoY

BNPL Boom

  • Buy‑Now‑Pay‑Later usage climbed, with Cyber Monday setting a record in the US at $993m, most via mobile

Consumer & Retail Evolution

  • UK was the most aware European market of Cyber Monday, with 87% awareness

  • E‑commerce saw record mobile usage, accounting for over 54% of online holiday purchases

  • The so‑called “Cyber Five” (Thanksgiving to Cyber Monday) made up roughly 15–16% of holiday spending

These figures show not just higher spend, but also changes in how we shop—shifting towards mobile, BNPL, and prolonged bargains spanning weeks before and after the main events.

Broader Retail & Consumer Shifts

  • Early and extended promotions: Many UK retailers began Black Friday deals early in November and extended them across the Cyber Weekend and beyond .

  • Changing purchase habits: UK shoppers have become far savvier—waiting for discounts, using price comparison, and often favouring online over in-store for convenience and variety .

  • Sustainability & mindful shopping: In 2024, 51% opted for eco-friendly delivery, and awareness of waste surged as retailers like CeX mitigated discard culture by promoting second-hand and longer product lifespans.

Summary

Black Friday and Cyber Monday (2019–2024) have transformed UK retail—propelling online sales well beyond £3 bn per weekend, boosting BNPL, mobile commerce, and sustainability initiatives.

Key takeaways:

  • Consumers are shopping earlier, more digitally, and more deliberately.

  • Retailers are spreading deals over a longer “season”, leveraging mobile and BNPL tools.

  • Sustainable offerings and transparency around savings are becoming central to brand loyalty.

 

Related Services: Warehouse Wall-to-Wall Counts