As pioneers of the Black Friday phenomenon in the UK, Amazon remain a dominant force as the event increases in popularity for UK retailers and consumers.
Black Friday and Cyber Monday have now been extended by most retailers to Black Friday Week and Cyber Week as they strive to maximise sales opportunities driven by consumer appetite to grab the best deals during on occasion perceived to be predominantly saturated with retail discounts.
In continuation of price tracking activities where analysts at Competitor Monitor discovered 87,000 price increases made by UK toy retailers during Black Friday week, they also tracked price changes made by over 20 major UK toy retailers across 10,000 toys sold online during Cyber Week (28th Nov. – 05th Dec. 2016).
Here are the key findings:
Cyber Week Summary (28th Nov – 05th Dec. 2016)
- There were 139,462 price changes over Cyber Week 2016.
- 44% of price changes by UK toy retailers during Cyber Week were price increases.
- Nearly 40% of UK toy retailers monitored had over 50% of all their price adjustments as price increases during Cyber Week.
- Over 82% of price adjustments by UK toy retailers over Cyber Week were attributed to Amazon.
- Over 80% of all price adjustments made by Early Learning Centre (ELC), Disney Store, Very and Debenhams during Cyber Week were price increases
- Although Amazon made the most price changes during Cyber Week 2016, only 38% were price increases (the lowest percentage of all major toy retailers monitored).
Cyber Monday (28th Nov. 2016)
- 36.8% of 25,199 price changes made by Toy Retailers on Cyber Monday were price increases.
- MotherCare, LittleW and Argos made the most price reductions with over 90% of price changes categorised as price decreases
- Over 99% of price adjustments made by Debenhams, Toys R Us and John Lewis were price increases.
Other key findings as UK Toy retailers prepare for Christmas period
- 30 Nov 2016 – Over 90% of all price adjustments made by Disney Store (99.5%) and The Toy Shop (90.4%) were price increases
- 01 Dec 2016 – The Disney Store made another 1,660 price changes of which 89.9% were price increases.
- 01 Dec 2016 – Over 80% of price adjustments made by The Toy Shop (89.3%), Asda (87.55), Very (84.2%) and LittleW (81.5%) were price increases.
Detailed Analysis
Cyber Week Price Change Summary – 28th Nov. - 05th Dec. 2016
Source: Toy Monitor
Source: Toy Monitor
Cyber Week - 28th November 2016
Source: Toy Monitor
Cyber Week - 29th November 2016
Source: Toy Monitor
Cyber Week - 30th November 2016
Source: Toy Monitor
Cyber Week - 01st December 2016
Source: Toy Monitor
Cyber Week - 02nd December 2016
Source: Toy Monitor
Cyber Week - 3rd December 2016
Source: Toy Monitor
Cyber Week - 04th December 2016
Source: Toy Monitor
Cyber Week - 05th December 2016
Source: Toy Monitor
About Toy Monitor
Toy Monitor is the most comprehensive price monitoring solution developed specifically for the UK toy industry. Our integrated platform provides unique access to the UK toy market, empowering toy retailers and brands with actionable real-time data around the clock.
