Record Black Friday for Shopify's global merchants, apparel top category, London top city

By

Nigel TAYLOR

Published
Nov 29, 2021

It was record-breaking Black Friday trading for Shopify merchants, the global payments processing platform’s sales data shows, with apparel & accessories the top product category both globally and in the UK.

In the UK, the average Black Friday cart price for its 100,000 domestic merchants was £65.60, up from last year’s average of £58.89, with the peak sales hour in the UK happening at 10:00am GMT.

London was also the top selling city globally, beating New York and Los Angeles. And for kerb-side pick-ups, London was also top in the UK, followed by Glasgow and Manchester. Top UK cities for local deliveries were London, Glasgow, and Liverpool.

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In just a single day, Shopify’s 1.7 million global merchants collectively made $2.9 billion in global sales, a 21% increase on 2020, with 72% made on mobile devices. Some 22% of transactions were cross-border orders, it noted. 

Shimona Mehta, managing director of EMEA at Shopify, said: “Our merchants have seen record sales this Black Friday and remained resilient despite external pressures like supply chain shortages in the UK. 

“This year has shown that the days when shoppers have to flock to shops to get the most out of Black Friday are gone. They are making the most of deals online, on social media and everywhere in-between.”