A shoe shop in Sickla outside Stockholm on Black Friday. Photo: Jessica Gow/TT
“Hype and hysteria and yet another record for online retailers this Black Friday,” Daniel Larsson, chief executive of Sweden’s DIBS Payment Services, said in a press release on Sunday.
“Nowadays half Swedes shop during Black Friday, most of them on the internet, and many buy their Christmas Presents then. We think this trend is here to stay.”
The 10 percent leap in online sales for Black Friday follows an even more impressive 14 percent increase last year.
Larsson put the slight slowdown down to retailers spreading their offers out over more than one day, with some extending it to Thursday or over the weekend, and others opting to a Black Week to replace the single day of deep discounts.
An investigation by the opinion research company YouGov, found that roughly half of Swedish people intended to buy something on Black Friday, 28 percent of them on the internet, a five percentage point increase on last year.
Next week DIBSs’ mother company Nets will come out with more numbers on Black Friday sales made by shops on the high street and in shopping malls.