Price Insights on Black Friday and Cyber Monday: UK November 2017

- 30 Minutes read

Detailed insights on the sector

This report focuses on the Black Friday and Cyber Monday sales season in the United Kingdom market and includes data about the price change through best-selling products in the following categories: desktops, activity trackers, wireless head/earphones, wireless speakers and televisions.

The analysis takes into account the actual retail prices in the market for the products tracked across online retailers with an identical product offer. Such retail prices have been benchmarked against the list prices GBP (£) stated by brands in order to find out what the existing price dispersion for those products is within the market.


Price dispersion in brands analysed

The following graph shows the existing price dispersion in each of the brands included in this report. It should be noticed that these figures have been calculated from the set of products selected for this price analysis.

Price analysis of products by categories

Below, we show the results obtained for the selected products in this industry. Details on the following points have been displayed for each one of the items: category, brand, number of retailers tracked in each case, comments on the price evolution during the period of analysis, as well as a visual representation of the existing price dispersion between the list price and the minimum retail price found, as well as between list price and the maximum retail price. The acronym BFCM will be used throughout the analysis to refer to Black Friday and Cyber Monday.

Desktops

Desktops
Apple iMac 21.5″ Retina 4K Display, Intel Core i5, 8GB RAM, 1TB HDD, Radeon Pro 555
Brand
Apple
Retailers monitored
7
Further comments on the analysis
Of the two most expensive retailers, one remained stable and the other one increased its price a few days before BFCM. Three retailers drastically decreased their price in early November which they maintained. Then they increased their price back a few days before the sales period, and decreased it for the sales period. The sixth retailer minimally decreased its price in early november, increased it slightly twice before the sales period. The last retailer simply effectuated one important decrease the day of BFCM.
-100.00
+8.04
£1149.00 MIN PRICE
£1249.00 LIST PRICE
£1257.04 MAX PRICE
Desktops
Apple iMac 21.5″ Retina 4K Display, Intel Core i5, 8GB RAM, 1TB Fusion Drive, Radeon Pro 560
Brand
Apple
Retailers monitored
5
Further comments on the analysis
The two most expensive retailers maintained a stable price. The cheapest retailer executed a increase-decrease-stability pattern throughout November, however his increase was held onto during BFCM. The last retailer increased its price by a small amount in mid-November.
-6.83
+28.52
£1349.97 MIN PRICE
£1449.00 LIST PRICE
£1477.52 MAX PRICE
Desktops
Apple iMac 27″ Retina 5K Display, Intel Core i5, 8GB RAM, 1TB Fusion, Radeon Pro 570
Brand
Apple
Retailers monitored
5
Further comments on the analysis
Although all retailers started by selling this Apple product at the MSRP, only three maintained this price. One retailer decreased its price by a very small amount for BFCM. An other retailer executed two major decreases, one in early november, and an other one for BFCM. Between these periods, the retailer regained its original price.
-18.25
0
£1730.75 MIN PRICE
£1749.00 LIST PRICE
MAX PRICE
Desktops
Apple iMac 21.5″, Intel Core i5, 8GB RAM, 1TB HDD, Iris Plus Graphics 640
Brand
Apple
Retailers monitored
5
Further comments on the analysis
The two most expensive retailers established a constant price. An other retailer increased its prie by small amount in mid November. The fourth retailer executed small price changes: it decreased its price in the beginning of the month, and increased twice right before the BFCM period. The last retailer fluctuated its price in bigger amounts, and a higher frequency: the first decreased was huge, and was followed by two mid-sized ones in early november, and after a short period of stability the retailer importantly increased its price only to decreased it during BFCM.
-74.03
+20.24
£974.97 MIN PRICE
£1049.00 LIST PRICE
£1069.24 MAX PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Activity Trackers

Activity Trackers
Fitbit Flex 2 Wireless Fitness Wristband
Brand
Fitbit
Retailers monitored
6
Further comments on the analysis
Four retailers conserved their original price. One retailer remained constant until the days preceeding the sales period; during those days he decreased its price only to increase it back on the 23rd. However the price was decreased again, by the same amount for BFCM. The most expensive retailer changed its price on a regular basis using small price changes, however the opposite strategy as the other retailer was used: high increase in a few days before, decrease during the days preceeding and an increase for BFCM.
-20.00
+49.01
£49.99 MIN PRICE
£69.99 LIST PRICE
£119.00 MAX PRICE
Activity Trackers
Fitbit Charge 2 Heart Rate and Fitness Tracking Wristband, Large
Brand
Fitbit
Retailers monitored
8
Further comments on the analysis
The most expensive and cheapest retailer kept a constant price. An other retailer decreased its price by a fair amount for BFCM. One retailer increased its price very progressively, by tiny amounts, until mid november when it decreased its price by a tiny amount too. The fifth retailer decreased its price in early november, increased it the week before the sales period and decreased it from the 19th of November onwards. The last retailer was stable until mid-november, when it decreased, increased and decreased its price by the same amount and then remained constant again.
-40.00
0
£99.99 MIN PRICE
£139.00 LIST PRICE
MAX PRICE
Activity Trackers
Fitbit Charge 2 Heart Rate and Fitness Tracking Wristband, Small
Brand
Fitbit
Retailers monitored
6
Further comments on the analysis
In this case, two retailers remained stable. Four other retailers decreased their price throughout the campaign by the same mid-range amount, however their timing was different but unanimously before the BFCM period. However, one of these retailres increased its price during one day a week before the sale period.
-30.00
0
£109.99 MIN PRICE
£139.00 LIST PRICE
MAX PRICE
Activity Trackers
Fitbit Alta Wireless Activity and Sleep Tracking Smart Fitness Watch, Small
Brand
Fitbit
Retailers monitored
5
Further comments on the analysis
One retailer dropped its price for Cyber Monday only whilst two other retailers diminished theirs days before the entire sale. The last retailer remained constant.
-30.00
0
£69.99 MIN PRICE
£99.00 LIST PRICE
MAX PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Wireless Head/Earphones

Wireless Head/Earphones
Bose QuietComfort Noise Cancelling QC35 II Over-Ear Wireless Bluetooth NFC Headphones With Mic/Remote
Brand
Bose
Retailers monitored
7
Further comments on the analysis
Only one retailer maintained a constant price. The two cheapest retailers changed their prices ine the same way with an increase-stability-decrease-stability pattern: yet, from mid-november the prices were kept constant for one retailer whereas the other one decreased its price for BFCM. Two other retailers decreased their prices twice, however the timing was different; one decreased last in mid-november whilst the other one effectuated a huge decrease for the sales period. The sixth retailer decreased its price immensely for the sales period, whilst the last retailer increased its price by a small amount in mid-November.
-70.95
0
£259.00 MIN PRICE
£329.95 LIST PRICE
MAX PRICE
Wireless Head/Earphones
Sony MDR-ZX220BT Bluetooth On-Ear Headphones with Mic/Remote
Brand
Sony
Retailers monitored
6
Further comments on the analysis
Five of the six retailers selling this Sony product established a fixed price throughout the month of November. On the other hand, the last retailer increased its price for a short period of time in early November.
-26.00
+29.00
£44.00 MIN PRICE
£70.00 LIST PRICE
£99.00 MAX PRICE
Wireless Head/Earphones
Sony WH-1000XM2 Noise Cancelling Wireless Bluetooth NFC High Resolution Audio Over-Ear Headphones with Mic/Remote
Brand
Sony
Retailers monitored
5
Further comments on the analysis
Here, two retailers sold this product at a constant price. Three retailers decreased their price in a progressive way, however one of them decreased its price in ealry november for a short period of time.
-131.00
-31.00
£199.00 MIN PRICE
£295.00 MAX PRICE
£330.00 LIST PRICE
Wireless Head/Earphones
Beatsx Wireless Bluetooth In-Ear Headphones with Mic/Remote
Brand
Beats
Retailers monitored
5
Further comments on the analysis
Here only one retailre maintained a constant price. One retailer highly increased its price yet in a progressive way. Similarly, an other retailer increased its price progressively until it decreased it for BFCM. A fourth retailer increased its price by a mid-sized amount in mid-November and executed a small diminution for BFCM. The last retailer implemented a pattern of increase-stability-decrease, and held the decreased price throughout BFCM.
-24.05
+1.05
£105.90 MIN PRICE
£129.99 LIST PRICE
£131.00 MAX PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Wireless Speakers

Wireless Speakers
Google Home Hands-Free Smart Speaker
Brand
Google
Retailers monitored
7
Further comments on the analysis
Here, two retailers maintained a constant price. Three retailers decreased their price in mid November, on the same day, by the same amount, and they held this decreased throughout the sales period. An other retailer decreased its price progressively, and was cheaper for Cyber Monday than for Black Friday. The last retailer had a low constant price for BFCM and increased it once the sales period was over.
-164.90
-51.50
£77.50 MIN PRICE
£164.90 MAX PRICE
£129.00 LIST PRICE
Wireless Speakers
UE BOOM 2 by Ultimate Ears Bluetooth Waterproof Portable Speaker
Brand
Ultimate Ears
Retailers monitored
7
Further comments on the analysis
Two retailers effectuated small price changes, one increased in early November whilst the other one decreased in mid-November. Three retailers decreased their prices, only for a few days, one for BFCM whilst the other two were in mid November. Last but not least, one retailer effectuated a huge decrease in mid November which it maintained until the end of the month.
-75.09
-5.09
£94.90 MIN PRICE
£164.90 MAX PRICE
£16.99 LIST PRICE
Wireless Speakers
Amazon Echo Dot Smart Device with Alexa Voice Recognition & Control
Brand
Amazon
Retailers monitored
6
Further comments on the analysis
Three retailers diminished their price in the same extreme manner and all on the same day, in mid-November. An other retailer increased its price by a very small amount in early November before he decreased it by an immense amount in mid-November, maintaining this decreased price throughout BFCM. Two retailers were constant throughout the study, however one of them highly increased its price after the sales period.
-15.99
-15.00
£34.00 MIN PRICE
£34.99 MAX PRICE
£49.99 LIST PRICE
Wireless Speakers
Google Home Mini Hands-Free Smart Speaker
Brand
Google
Retailers monitored
5
Further comments on the analysis
In this case, all retailers applied the same pricing strategy. All starting at the same high price, they unanimously decreased their price by a huge amount, resulting at the same diminished price. Nevertheless, the timing was different: four retailers dropped their price in mid-November whilst the last one executed this a few days later.
-15.00
-15.00
£34.00 MIN PRICE
MAX PRICE
£49.00 LIST PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Televisions

Televisions
Sony Bravia KDL32WE613 LED HDR HD Ready 720p Smart TV, 32″ with Freeview Play & Cable Management
Brand
Sony
Retailers monitored
6
Further comments on the analysis
In this case, one retailer decreased its price in early Novmeber, whilst an other one decreased its price by a very important amount in mid-November. A third retailer decreased its price progressively throughout the month, maintaining a very low price for the sales period. On the other hand, one retailer decreased its price once and by a significant amount in mid-November. Last but not least, one retailer remaining constant throughout the month, apart for Black Friday when its price was slighlty increased.
-91.00
-81.00
£279.00 MIN PRICE
£289.00 MAX PRICE
£370.00 LIST PRICE
Televisions
Sony Bravia KD43XE7073 LED HDR 4K Ultra HD Smart TV, 43″
Brand
Sony
Retailers monitored
5
Further comments on the analysis
Two retailers effectuated small price changes, one increased in early November whilst the other one decreased in mid-November. Three retailers decreased their prices, only for a few days, one for BFCM whilst the other two were in mid November. Last but not least, one retailer effectuated a huge decrease in mid November which it maintained until the end of the month.
-150.00
-99.01
£499.00 MIN PRICE
£549.00 MAX PRICE
£649.00 LIST PRICE
Televisions
Sony Bravia KDL40WE663 LED HDR Full HD 1080p Smart TV, 40″
Brand
Sony
Retailers monitored
5
Further comments on the analysis
Four retailers maintained a fixed price throughout the month. The last retailer executed a huge decrease in early november, this cheap price was held for a few days before the original price was implemented again.
-191.00
-181.00
£389.00 MIN PRICE
£399.00 MAX PRICE
£580.00 LIST PRICE
Televisions
Sony Bravia 32WD756BU LED HD 1080p Smart TV, 32″
Brand
Sony
Retailers monitored
5
Further comments on the analysis
In the case of this Sony television, one retailer established a constant price. On the other hand, the most expensive retailer dropped its price by an immense amount for BFCM. Meanwhile, two retailers had changed their prices in different ways but with high frequency, and one decreased its price for the sales period whilst the other one executed a significant drop after Cyber Monday.
-120.00
-90.00
£319.00 MIN PRICE
£580.00 MAX PRICE
£349.00 LIST PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Conclusion

It can be observed that most products have a number of similar pricing strategies. From the analysis of 20 products, it can be seen that retailers’ prices are 17% below the list price. In the category of desktops, it can be observed that in the 4 products analyzed prices in the market are 8% below the list price, and in wireless speakers that percentage goes down to 15%. The third category, retailers selling activity trackers are 17% below the list price. On the other hand, in wireless head/earphones prices offered by retailers are 23% below the list price, and in televisions the prices are 24% below the list price.