With significant web traffic always associated with the Black Friday retail event, it was unsurprising to see several retail sites struggling to cope with demand, but the extended selling period will have eased the pressure for many, according to one industry commentator.
PushON managing director Sam Rutley noted: “Before Black Friday had even got underway, a number of e-commerce sites, including JD Sports and GAME went down as they struggled to cope with traffic surges. Black Friday itself saw more casualties including Debenhams and John Lewis, highlighting that despite Black Friday not being a new phenomenon to the UK anymore, some retailers still haven’t taken the necessary steps to prepare for it.
“Both GAME and Debenhams suffered the same fate last year, showing that little has been done in anticipation of the Black Friday surge.
“But this year, to reduce the strain, we did see a number of retailers kick starting their Black Friday offerings almost an entire week early, with the likes of John Lewis, Amazon and Superdrug being just a small handful of these.”
He added: “This proactive extended approach to the discounting week has undoubtedly eased the strain on retailers as most websites seemed to be functioning normally on Monday morning as Cyber Monday got underway. Friday’s spike might still have taken its toll on a few unprepared retailers but prolonging the sales period by almost two weeks has clearly eased the pressure for the remainder of Cyber Week.”