Toy sales soar over Black Friday

by TnP Staff
Published: 29 November 2016, 09:22
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Hatchimals, Shopkins and LEGO top the toy chart for online sales as Black Friday shoppers come out in force

Black Friday 2016 saw more shoppers than ever before make purchases on major retail sites according to insights from ecommerce tracker HookLogic .

The number of unique users logging on to ecommerce sites on Black Friday rose by 13.9 per cent and purchasers, the number of visitors who are converted to sales, increased by 11.9%, compared to 2015.

Hatchimals, Nintendo, Shopkins, LEGO, PAW Patrol and Pokémon/ Pokémon TCG, were the most searched for toys, between 1 and 21 November, with Barbie, Our Generation, Trolls, Melissa & Doug, Nerf, My Little Pony and Hot Wheels also popular brands and search terms with shoppers.

“Black Friday may have started as a US-based holiday, but it has now become firmly entrenched as a key part of the UK retail calendar,” said Ben Cooper, Managing Director, HookLogic Europe. “With the shift of shopping to mobile phones, and the rise of Click & Collect, HookLogic Sponsored Products are a way for brands to drive attention to their products in an environment where it is even harder to achieve visibility and drive sales.”

The most significant leap in shopper numbers came at 12am, meaning more consumers were staying up to make the most of the best deals early. But the peak periods were unsurprisingly before and after work hours, with the majority of actual shopping done between 7 and 9am, and 6 and 9pm. Average checkout was £91.30, according to HookLogic’s findings, which includes data from Tesco, ASDA, Argos, Curry’s and PC World.