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Only 12% of UK shoppers will brave the high street this Black Friday

New research from Episerver shows that shoppers will dodge the Christmas discount rush, with many opting for online deals instead

Only 12% of shoppers will head in-store this Black Friday to grab pre-Christmas discount deals, according to new research from digital commerce platform provider Episerver.

The Episerver research, which surveyed over 1,000 UK consumers, found that while nine out of 10 shoppers will avoid the high street, around a third (32%) plan to stay at home and hunt for deals online.

Commenting on the findings, James Norwood, CMO at Episerver, said “In previous years Black Friday has proved to be one of the busiest days of the year for high street retailers, but our research suggests that shoppers are increasingly avoiding the rush and instead choosing to buy online. I have no doubt that Black Friday will again break records, but – as with Cyber Monday - much more of it will be attributable to online purchases.

There is a growing ease with which consumers can shop online, with increasingly advanced product search engines, one-click ordering and one-hour delivery services driving the appeal of digital over the high street.

“The high street can’t differentiate its offering through deals alone. Instead, retailers must embrace an increasingly omnichannel approach with digital commerce, using services such as click-and-collect to ensure that shoppers can benefit from both the physical experience of the high street and the convenience of shopping online.”

To find out more about Episerver’s consumer research projects, visit


For media information, please contact: 

Alex Warren / Louise Andrews

Wildfire PR

020 8408 8000 


Episerver conducted a survey of 1,009 UK consumers using the Google Surveys platform. The research was carried out on November 8th 2017 and was completed on November 10th 2017.

About Episerver  

Episerver connects digital commerce and digital marketing to help organizations create unique digital experiences for their customers, with measurable business results. The Episerver Digital Experience Cloud™ combines content, commerce and multi-channel marketing in a single platform to work full-circle for businesses online – from intelligent optimisation and lead-generation through to conversion and repeat business – with unprecedented ease-of-use. 

Founded in 1994, Episerver has offices in the USA, Sweden, Denmark, Norway, Finland, The Netherlands, South Africa, Australia, Singapore, Spain, UAE and the UK. For more information:

About Episerver

Episerver empowers businesses to scale through the most customer-centric approach to digital experiences. Its Customer-Centric Digital Experience Platform™ features best-in-class content management and robust commerce, both backed by AI powered data and personalization solutions. The platform has consistently earned industry, analyst and media recognition for its vision, capabilities and customer commitment. Episerver’s 900+ partners and 825+ employees in offices around the globe are proud to help more than 8,000 brands enrich their customer lifetime value, increase revenue and grow their brands.

Media Contacts:

Rachel Teitt Gill
Director of Corporate Communications, Episerver
+1 740-815-1588

Nicole Thompson
Director of Communications, Optimizely
+1 925-964-7475