Fashion and clothing retailers are poised to see the largest increase in sales this Black Friday compared to last year, according to a new report from digital PR agency Tank.
The “Black Friday Readiness Report” analyzed over 150 retailers to identify missed opportunities where shoppers might not find the best deals. It revealed that fashion retailers are likely to experience a significant rise in web traffic this year. This surge follows recent updates to Google’s search algorithms, which are expected to bring more online traffic to retail websites.
Fashion retailers are expected to see a 123% increase in web traffic this Black Friday. Among the brands, Marks & Spencer is predicted to experience the biggest jump in traffic, with a staggering 1,456% increase, followed by Debenhams (295%) and John Lewis & Partners (134%).
Other brands seeing strong traffic growth include Apple (270%), Sephora (248%), and The Body Shop (184%). Beauty and personal care websites are also forecasted to experience a 48% rise in web traffic, while health and wellness sites are expected to see a 19% increase.
Martin Harris, Head of Digital at Tank, commented, “The competition during Black Friday is fierce, and retailers now find themselves competing with news sites in search engine rankings. To stand out, retailers must maintain high positions in organic search. This can help drive traffic, boost sales, and reclaim revenue from affiliate content.”
Harris added, “With the new Google core update rolling out, the lead-up to Black Friday is crucial. Retailers still have time to improve visibility through strategies like keyword-focused content, paid ads, and social media marketing.”
As Black Friday approaches, fashion retailers, in particular, are expected to benefit from both increased web traffic and potential sales growth.
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