Despite the cost-of-living crisis, UK shoppers are still expected to spend £ 3 billion on Black Friday deals, so “margin protection and mobile engagement will be key to successful Cyber Week campaigns”, according to performance marketing solutions firm Wunderkind.

Additionally, it stated that mobile commerce will emerge as even more significant for peak 2023 than it did for 2022, with Wunderkind projecting that this Black Friday, mobile will be the channel driving conversions.

Prior to Black Friday 2022, its Marketing Pulse survey of over 52 million shopper journeys revealed that the linked online revenues for the previous year increased 2.3 per cent year over year as consumers snatched up offers.

Additionally, according to its original statistics from its ‘2023 Black Friday and Beyond’ research, companies and retailers worldwide collected between 6 and 9 per cent of their annual income during Cyber Week last year, “highlighting the significant revenue opportunity the discounting event presents.”

The onus is on retailers to base discounting on consumer data to safeguard margin, according to Jon Halley, Regional VP at Wunderkind. Discount demand and price sensitivity are still high, and retailers are already dealing with rising costs throughout their operations.

Mobile conversions have quickly overtaken desktop conversions in the previous three years. For the first time in 2021, mobile commerce outperformed desktop, with 49 per cent of conversions compared to 48 per cent of desktop transactions.

Last year, mobile expanded its lead, accounting for 53 per cent of conversions — 8 per cent higher than desktop, a trend that is expected to continue in the 2023 Golden Quarter.