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The End of Cyber Monday: 50% of UK Consumers Opt to Shop “Online-in-Store”

The end of Cyber Monday: 50% of UK consumers opt to shop “online-in-store”

Cyber Monday may be no more, with UK consumers opting to merge their online and offline shopping into one single Black Friday event, according to a new international research report from ecommerce solutions provider Episerver.

The research, which surveyed more than 5,300 consumers around the world, found that UK customers are leading the charge when it comes to combining online and offline shopping experiences. Compared to those in the US, Australia, Benelux and the Nordics, UK consumers are by far the most likely to demand “online-in-store” crossover experiences such as Click and Collect.

The demand for online-in-store experiences has risen drastically in 12 months, with 44% of UK respondents now considering such experiences to be a must-have requirement for retailers, compared to only 27% in Episerver’s 2014 report.

UK consumers are also driving the trend towards interactive in-store mobile content, with 50% of those surveyed listing “on the high street” in their top three locations for browsing a mobile device for goods to purchase. This, along with rising mobile adoption rates, provides high street retailers with a strong incentive to incorporate mobile interactivity into their physical shopping experiences.

Commenting on these findings, David Bowen, Director of Product Management for Ecommerce at Episerver, comments, “For years we have treated Black Friday and Cyber Monday as two separate events aimed at two very different types of consumer. Now, in the age of mobile marketing, this simply doesn’t hold true. Digital commerce isn’t killing the high street, it’s enhancing it.

“Through in-store crossover technologies such as Click and Collect, consumers are using their mobile devices to shop online without leaving the high street. This could be great news for both online and offline retailers, but only if they can provide the experiences and technology necessary to meet the new customer demand.

“Black Friday and Cyber Monday represent exactly the type of black and white thinking that has come to define modern commerce. Online and offline shopping are not at opposite ends of a spectrum, but are one and the same. We as retailers must learn to treat them as such.”

To find out more about how consumer expectations have changed in 2015, download Episerver’s new mobile commerce report at


Notes to editors

Research methodology
The survey of 5,300 smartphone and tablet owners in the UK was conducted by ResearchNow in June 2015.

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