IMRG Christmas and Black Friday 2018 Review

Supported by IBM


Black Friday has demonstrated a remarkable ability for refusing to settle down into a reliable pattern. It was a day, then a weekend, then a week and now, quite possibly, it’s the entire month of November.

Or, is it even more than that? As people know that there is a period approaching Christmas when all retailers are forced into heavy discounting, it has a significant impact on customer behaviour over the months leading into – and out of – November too.

Black Friday 2018 was a very interesting event, probably the most disruptive and confusing one since 2014. So what did we learn this year, and where does it go from here? This report provides a comprehensive analysis of the peak period in 2018, backed by extensive sales data provided directly to IMRG by more than 210 leading retailers.

This report covers:

This report is supported by IBM.

IBM is a global cloud platform and cognitive solutions company, which has continually evolved over the past century to remain at the forefront of technological innovation.

Download the Executive Summary

You can download the Executive Summary for this report here. For non IMRG members, you will need to complete this simple form to be able to download the file. 

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