The Black Friday weekend (or week for some retailers) created just as in previous years a good increase in sales. You probably know how it went for you, but do you know how your competitors did? Using Wrapp Index (scroll down a bit on the site) you can see how the market changed during the Black Friday weekend. Wrapp Index is based on more than 175,000 Swedish Wrapp users' daily consumption with their credit/debit cards.
If you want to see even more details about how you performed against your competitors, you can easily register for Wrapp for Business. There you choose which companies you want to measure yourself against, and gain valuable insights about how you and the selected competitors are performing.
Looking at the whole year the ratio between categories where people spend their money is fairly stable, but during Black Friday it changes. Groceries lose more than 10 percentage points and Food & Drink also drops - instead consumers choose to spend a larger proportion of their money on tech and fashion than they usually do.
Elgiganten crushed the competition again this year, but also large lift in sales against a "normal" day for players such NetOnNet, Media Markt and Webhallen. In this category you can clearly see that the main focus is on the Friday, although several players have a sales increase that lasts over the weekend.
H&M and Lindex dominated but Zalando also made a strong Friday. Generally, the fashion category continued strongly throughout the weekend and not only during the Friday.