Hunter hails ‘biggest ever’ Black Friday and Cyber Monday sales

By

Barbara Santamaria

Published
Nov 30, 2018

This year’s Black Friday weekend gave wellies brand Hunter its best ever sales days, making more than £1m in sales on both Black Friday and Cyber Monday.

The premium British brand said global sales were up 32% on Black Friday compared with last year, while Cyber Monday delivered a 33% increase.

Sales for the eight-day period were up by a record 38%, driven by an “outstanding” performance in online sales in the US.

Best known for its Wellington boots, the brand said its strategic focus on growing the apparel and accessories categories paid off as non-footwear sales accounted for 20% of total sales during the period.

“This year’s Cyber Week sales represents an important milestone in the history of the company and the execution of our plans,” said Vincent Wauters, CEO.

“We are seeing continued growth and high demand across all channels. Our e-commerce trade is thriving, having enhanced our online shopping experience, and our non-footwear trade and multi-category mix continue to deliver significant growth. We are delighted that we also saw a significant increase in demand for full price product both prior and during this period, famous for significant discounting. This demonstrates to us quite clearly that demand for the Hunter brand is incredibly strong.”

Indeed, sales of full price items increased by 55% from last year and accounted for 34% of total global sales. And unlike other retailers who experienced sales declines in the weeks before Black Friday as consumers held off spending in anticipation of big bargains, Hunter reported a 30% increase in sales in the three weeks prior to Cyber Week.