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New whitepaper explores how the Black Friday phenomenon exploded online in the UK in 2014

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By Michael Feeley | Founder and chief exec

January 30, 2015 | 1 min read

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The phenomenon of ‘Black Friday’ rocketed into the consciousness of the UK’s online consumers in 2014, with the day’s online sales outstripping those of ‘Cyber Monday’ for the first time, according to a new whitepaper from paid-search agency Periscopix.

Rebekah Schelfhout, group head of search at Periscopix, said: “Google Trends data shows that Black Friday has been a popular search term in the US since 2005. It isn’t the same story in the UK. Though interest started in the UK in 2010, the reality is that most people had never heard of Black Friday until 2014.

“This makes it all the more incredible that, last year, UK online sales peak on Black Friday rather than the well-established ‘Cyber Monday’ event, three days later.”

The new whitepaper, available to download for free, examines the numbers and behaviours behind the phenomenon, takes an in-depth look at online performance in the fashion and luxury verticals, and offers online retailers tips on how to capitalise on both Black Friday and Cyber Monday in 2015.

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Merkle’s heritage in data, technology and analytics is the foundation for our understanding of consumer insights that drives our people-based marketing strategies. Combined with our expertise in performance creative and media, we can then offer our clients content-driven, contextual and compelling customer experiences that drive business growth.

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