Modern Marketing

Black Friday 2019 will see 'true emergence of voice purchasing'

By John Glenday | Reporter

Wunderman Thompson


Black Friday article

November 22, 2019 | 3 min read

British consumers are expected to shrug off Brexit blues for Black Friday in large part thanks to the growing appeal of voice assistants, with the technology expected to contribute £100m of sales over the period.

Research by Wunderman Thompson Commerce indicates that the medium will account for 2.5% of all goods purchased online, rising to a 10% share by 2022.

Black Friday

Consumers find their voice ahead of Black Friday bonanza

Today 13% of all online shoppers are believed to turn to their voice assistant to aid the process, rising to 20% of Amazon Prime subscribers, providing a ready-made pool of potential customers for retailers to target on gadgets such as Amazon Echo and Google Home.

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Hugh Fletcher, global head of consultancy and innovation at Wunderman Thompson Commerce, commented: “While it was as recently as 2016 that we saw the majority of Black Friday purchases coming through mobile, in 2019 we will see the continued rise of social channels such as Instagram – due to its role in the inspiration phase – and the true emergence of voice purchasing.

“The signs are all there: convenient, fast and easy, voice commerce will make its biggest mark on the retail market to date. Amazon will certainly be the biggest player in the space, looking to discount its own voice-enabled assistants to move further into the home and ‘own the interface’ with its customers.”

Despite political clouds hanging over the country Wunderman confidently predicts Black Friday to break records this year as retailers such as Argos and Currys PC World go all in with a range of ‘pre-Black Friday’ deals.

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