Black Friday is set to become the UK’s biggest ever online shopping day. With 23% of overall shopping during peak trading expected to take place on mobile devices (read more about it in Adobe’s predictions), retailers who know their app audience will reap the rewards this holiday season. To help you plan accordingly, we took a look at statistics for November and Black Friday last year and made app shopping predictions for this year.

Retailers should expect high app traffic in the early hours of Black Friday morning, with mobile shoppers making the most purchases before and during their commute to work. Last year, revenue made through apps at 7:00am was a whole 23x higher than on an average November day.

This kind of shopping behaviour is caused by two factors:

Urgency

Shoppers know that deals will run out fast. Expect them to have added their favourite items to their wishlist before Black Friday, making it easier for them to snap up their favourite items quickly.

Commuter commerce

A growing trend in the UK is commuter commerce. According to a recent study, over a fifth of UK online shopping sales already take place during daily commutes, with 71% of Brits indicating that they purchase clothing while they travel via public transport. Reasons for shopping during commutes include convenience and boredom.

To take advantage of this knowledge, run app download campaigns during the week, and send a push notification to your app audience on Black Friday morning.

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