Black Friday was bigger than ever. But did you make the most of it?

In this data-rich, insights-packed report, we unpack how the UK e-commerce market performed during Black Friday and the Christmas peak. With conversion rates climbing to an average of 4.6% (up from 4.2% in 2023), many industries had a strong showing. But who lost sales at the final hurdle? And what behaviours are shaping how people shop?

You’ll get a front-row view of what happened at the checkout – where conversions soared, where shoppers dropped off, and what it all means for your strategy in 2025.

This research has the answers.

• When conversion rates peaked and why.
• Why 63% of retailers saw improved conversion rates vs. last year
• Where nearly half of all customers abandon their carts
• Why average engagement time is dropping fast
• The shift away from homepages—and what it means for your UX
• Cyber Monday’s highest basket value in four years (£131.95!)

Who should read this?

If you’re responsible for driving growth in e-commerce – whether it’s CRO, payments, site UX or digital strategy – this report is your cheat sheet for turning last year’s lessons into next year’s wins.

Don’t rely on guesswork
Get the report