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Woman shopping on black Friday

As the holiday shopping season approaches, Black Friday remains a pivotal event for online retailers in the UK. This annual shopping extravaganza not only marks the beginning of the festive shopping season but also serves as a litmus test for the e-commerce landscape. With a staggering £9 billion spent during Black Friday 2023 alone, it’s evident that the stakes are high for businesses looking to maximise their sales during this critical period.

In this blog, we’ll explore the significance of Black Friday for online retailers, examine recent trends in payment gateways, and discuss the importance of having a reliable payment gateway to ensure a smooth shopping experience for your customers.
The Importance of Black Friday for Online Retailers
Black Friday has evolved from a US-centric event into a global phenomenon, and the UK is no exception. According to Mintel (2023), online shopping has become a dominant force during this time, with consumers increasingly turning to e-commerce platforms to take advantage of the best deals. For many retailers, the revenue generated during Black Friday can account for a significant portion of their annual sales, making it imperative to be well-prepared.

How to prepare you ecommerce site for Black Friday.
As competition intensifies, it’s crucial to ensure your site is equipped to meet your consumers’ expectations. Below are some key areas to focus on:

Mobile optimisation


With more consumers shopping on mobile devices more than ever before, it is crucial to consider optimising your mobile site and ensuring your site speed is at a reasonable level. In 2023, over 65% of eCommerce sales during black Friday were made via mobile devices (IMRG, 2023). To capitalise on this, ensure that your website is fully responsive, loads quickly, and provides an intuitive mobile experience. Google’s core web vitals is a great tool for assessing your site’s performance on mobile, focusing on factors such as load time and interactivity.

Ensure seamless checkout experience


A frictionless checkout process can be the difference between a sale and an abandoned cart. It is a good idea to consider implementing:

  • Guest Checkout: Not all customers want to create an account. Offering guest checkout options may reduce barriers to purchase.
  • One-click checkouts: Streamline the checkout process by enabling customers to complete their purchase with minimal steps.
  • Progress bars: Adding a progress bar throughout the shopping experience shows customers how many steps remain, which reduces anxiety and increases the likelihood of completing the transaction.

Multiple Payment Options:


Customers now expect flexibility when it comes to payments online. Offering multiple payment methods, such as credit/debit cards, digital wallets (E.g. Google Pay & Apple Pay) Crypto and even Buy Now Pay Later (BNPL) options can reduce cart abandonment and cater to a wider audience. The more payment options you provide in your store, the easier it is for customers to complete their purchase without any frustrations.

Reduce cart abandonment: cart recovery emails


The average cart abandonment is around the 70% mark across the eCommerce industry (Baymard Institute, 2023). To combat this, set up a cart recovery email sequence. These automatic reminders encourage customers to complete their purchases by sending a follow up email(s) with their abandoned items from your store and possibly even discounts or other incentives. Studies suggest that these recovery email sequences can recover up to 10% of lost sales (Shopify, 2023).

Utilise incentives and ensure they are clearly displayed.


During Black Friday, consumers are actively seeking out deals. Make sure that your offers, such as discounts, bundle deals, or free shipping are prominently displayed across your website. Use banners, pop-ups or countdown timers to create urgency and highlight limited time offers. These incentives attract customers as well as encourage them to make faster purchasing decisions.


Stay ahead with a Reliable Payment Gateway:
Preparing for Black Friday requires careful planning and consideration of the evolving landscape of e-commerce and payment processing. By understanding the significance of the event, staying ahead of payment trends, and ensuring you have a reliable tested payment gateway in place, you can position your business for success.

At Axcess Merchant Services, we are committed to helping you navigate the complexities of payment processing. Our tailored solutions are designed to meet the unique needs of your business, ensuring you are well-equipped to handle the demands of Black Friday and beyond.

Written By Sarah Rae Hughes Marketing Manager