Forty two per cent of UK shoppers will remain loyal to the brands they buy from during Black Friday, extending their support well beyond ‘cyber month.’ These insights come from new research by SAP Emarsys that reveals that brands that prioritise personalised, mobile-first omnichannel strategies are best positioned to foster lasting customer loyalty.
Released at SAP Emarsys’ Power to the Marketer Festival London, the research highlights the rising significance of direct-to-consumer engagement, particularly during critical sales periods like Black Friday.
Among the 2,000 UK consumers surveyed, one in four (25%) expressed greater loyalty to brands that market to them in a personalised and tailored manner.
“Black Friday now spans multiple industries and channels such as TikTok and Instagram, as mobile app usage continues to expand,” said Joanna Milliken, CEO of SAP Emarsys. “To maintain customer loyalty, brands must effectively engage with their mobile customers during Black Friday laying the groundwork for long-term relationships.”
“With more consumers shopping online, brands are increasingly investing in AI-driven personalisation to stand out in a crowded market. Consumers are more willing to share their data in exchange for experiences that matter to them, and brands are capitalising on this demand for personalised value. By offering customised deals that feel relevant and meaningful, and implementing direct-to-consumer strategies such as loyalty programs, brands can create enduring relationships that span the entire customer lifecycle, driving long-term growth.”
According to SAP Emarsys, leveraging AI to create targeted campaigns enables brands to convert first-time Black Friday shoppers into long-term customers. This demonstrates the value of personalised interactions, as brands that deliver meaningful, data-driven experiences are more likely to secure repeat business.
Black Friday and sales like Amazon’s “October Prime Day” provide a pivotal opportunity for brands to drive holiday sales, with almost a third (32%) of UK shoppers planning to purchase most of their holiday gifts during the Black Friday shopping period.
Mobile apps are also playing a crucial role in purchasing decisions, with over half (55%) of UK consumers now using a mobile app for their shopping. Over two-thirds (71%) also say they would be encouraged to use an app more often if it offered rewards or incentives, and 46% would use an app more if they received personalised messages.
Several sectors are seeing especially high levels of consumer loyalty. The study found that:
- 53% of consumers feel most loyal to clothing and fashion brands, such as Reformation.
- 43% are loyal to consumer-packaged goods (CPG) brands like John Frieda.
- 42% maintain loyalty to health, beauty and skincare brands, such as Feel Good Contacts.
