Secret Sales has doubled Black Friday turnover year on year, bucking the wider online retail industry downturn during the annual shopping event.
The premium ecommerce marketplace for fashion and beauty saw sales grow by 100% compared to the same period in 2020, on Black Friday and also throughout the entire Black Friday week, from 22 to 28 November.
Secret Sales reported strong uplifts in menswear, with branded t-shirts, jumpers, hoodies and coats all big sellers.
Across its womenswear category, coats, dresses and high-heeled shoes were the top items purchased in the build up to the party season.
“Customers love to trade up at this time of year to buy those bigger ticket items, so our ‘up to 80% off Designer Boutique’ proved very engaging, while the strongest sales came from a broad cross-section of luxury and premium high street brands,” said Fiona Lay, Digital Director at Secret Sales. “Our impressive Black Friday results consolidate Secret Sales’ reputation as the go-to destination for the best deals from top brands.”
Secret Sales also saw solid growth in its gifting category, noting customers beginning to purchase Christmas gifts earlier than last year. Watches, bags, jewellery, slippers and purses resonated well with shoppers.
Average order value for purchases made throughout the Black Friday week was £73, up 15% on 2020’s figure.
Over 900 brands sell non full price stock on Secret Sales’ platform. The marketplace provides a brand-enhancing, upmarket environment to trade excess inventory, and helps introduce new customers to brands’ full price channels via a GDPR compliant opt-in.