Housewares retailers are set to take a share of what analyst GlobalData predicts will be a total £10.4bn spend in the UK. With Black Friday falling on November 23, this discounting event is anticipated to run over a longer period than previous years.
Robert Dyas’ Black Friday bonanza runs from Tuesday November 20 to November 28. Meanwhile, housewares specialist Harts of Stur launched its ‘early Black Friday’ deals from November 14, following offers launched by AO (with its ‘Biggest Ever Black Friday’) and Curry’s. Harts’ buyer, David Conduit confirmed: “We’re seeing a lengthier period for the Black Friday event – we had hoped to wait another week before releasing offers, but we have reacted to the early launch of Black Friday by the likes of AO and Curry’s, and Amazon’s early deals.”
Robert Dyas’ ‘Blockbusters in Kitchenware’ include Tower Cerastone 5-Piece Non-Stick Pan Sets (retailing at £22.99) and Daewoo Large Buffet Servers and Stainless Steel Slow Cookers (at £22.49 and £9.99 respectively). Rebecca Waters, Robert Dyas’ head of marketing says the retailer expects “particularly high volume of traffic both in store and online during this busy period.”
Harts of Stur’s early Black Friday bargains include KitchenAid Mixers (£274) and Tramontina Steak Knives and Fork Carving Set (£69.90) as well as hot deals from the likes of Sage, Judge, Arthur Price, Bodum, Cole & Mason and Boska Holland. Debenhams launches Black Friday home and electrical offers from Tuesday 20, while Lakeland promises its deals will include products from KitchenAid, Morphy Richards and Joseph Joseph. John Lewis’s Home and Electricals departments are also set to participate with offers as well as expectations of price matching under its ‘Never Knowingly Undersold’ policy. Meanwhile, Amazon’s ten days of deals start tomorrow (November 16). Argos, Very and AO are among the housewares stockists cited in The Independents’ guide to ‘The Best Black Friday deals’ yesterday.
Zoe Mills, retail analyst at GlobalData provides her insights into evolving consumer purchasing patterns: “Spend during the Black Friday period accounted for 10.5% of Q4 spend. Growth will continue to slow year-on-year given the prolific discounting throughout 2018 so far as retailers struggle to convince shoppers to spend.”
Zoe also utters some words of caution for housewares, seeing a shift to consumer spending on fashion and beauty: “Despite strong growth forecast in the electricals sector (+3.2%), it will not be the driving force of Black Friday this year as other sectors outperform. While the discounting event has primarily focused on this sector in the past, budget-friendly devices and softer demand for big-ticket items will ensure that certain categories such as major kitchen appliances and small domestic appliances are increasingly more of a replacement purchase, with fewer consumers looking to upgrade these items ahead of them breaking.” Zoe adds: “The home sector will be the weakest sector this year after a muted performance so far and coming up against tough comparatives.”
Meanwhile, research from online marketplace OnBuy.com is more optimistic for the small electrical market. According to its survey of 1,562 UK consumers who will be actively seeking the best deals on Black Friday, ‘appliances/electronics’ will generate the greatest demand – with 78% wanting these. Homewares came fourth in OnBuy.com’s survey, with 60% expressing interest (after clothing/shoes and toys).
Top: Lakeland is counting down to Black Friday.
