Black Friday is undisputedly big business for retailers, with UK online sales topping £1 billion for the first time in 2015. And email advertising was the single biggest channel driver of Black Friday online sales, generating a massive 25.1%, or £251 million, according to a report by Custora.
Given that Black Friday UK online sales increased 35% in 2015, and that 2016 is widely predicted to see even greater growth, email looks set to drive an estimated £338 million UK online sales on Black Friday, 25th November 2016. Not a figure advertisers would want to ignore.
