IMRG Data Webinar - Planning for Black Friday 2019


2018 was a tough year for retail generally – with low shopper confidence, economic uncertainty and the accelerating pace of transformation feeding in to a Black Friday and Christmas trading period that was notably subdued.

Discounting both leading into and during the Black Friday 2018 period was stronger than ever before, putting margins under greater pressure during an event when they are already tight.

So far this year, the same issues have continued to impact retailers so there is every chance that Christmas trading could be difficult again. But – over the years Black Friday has shown a remarkable capacity for evolving and adapting; it always surprises in some way or other.

So what can retailers do to plan for a strong Black Friday period in 2019? What’s the best approach to ensure you can take advantage of the huge surge in interest from shoppers while protecting profitability?

Join IMRG, LiveArea, and Search Laboratory as we examine:

  • What we can learn from the Black Friday period in 2018
  • Trends and messages we saw in seasonal marketing campaigns
  • The pros and cons of participating / opting out

IMRG webinar image

This webinar will be 30 minutes long.


  • Andy Mulcahy

    Andy Mulcahy

    Strategy and Insight Director | IMRG

    Andy has worked at the heart of the online retail industry since 2010 – researching and producing reports on trends and developments affecting the sector. During that time, Andy has developed strong knowledge in multiple areas of online retail, with particular expertise in Black Friday.
  • Elliott Jacobs

    Elliott Jacobs

    Director, Agency and Commerce Consulting | LiveArea EMEA

    An experienced Global eCommerce and multi channel retail professional. MBA educated with appetite for complex and business critical transformational challenges. Thrives on thinking strategically and acting tactically, always with pace, passion and customer focus. Dedicated to continuously improving teams, processes and results.
  • Pete Whitmarsh

    Pete Whitmarsh

    Head of Paid Media | Search Laboratory

    A skilled and passionate digital marketer, with knowledge in Paid Search (PPC), Display (Programmatic) and Social advertising channels. Experience working on and overseeing campaigns in dozens of languages, covering 50+ countries across all continents. Involved with a huge array of clients, from one-man-bands to globally recognised corporations.
Event Date 5th Jun 2019 to 5th Jun 2019
Event Time 14:00 to 14:30
Location Online