Following much speculation, Black Friday certainly wasn’t cancelled in 2020. Black Friday itself saw a 38% increase compared to 2019 and the eight-day Black Friday week (Monday 23 – Monday 30 November 2020) grew by 30%.

Here in the UK, online retailers performed well overall, with increased traffic, orders, and revenue. However, overall AOV (average order value) reached £105.73, down 8% YOY whereas conversion rates across retail hit 13%, up +34% in 2020.

As Black Friday approaches, which e-commerce retailers are top of the BOSCO™ Index?

What is the BOSCO™ Index?

The BOSCO Index™ is a measure of your online footprint and how effective you are with investment in organic and paid media channels.

BOSCO™ is built on data from trusted third-party domains, collected from previous digital interactions. BOSCO™ isn’t dependent on your marketing budget, but whether you’re reaching your online potential in paid and organic search.

The index is computed 0 – 1000, with 575 being the average score for brands and retailers.

Here’s how we scored the brands

We scored thirty leading UK e-commerce retailers for the month of November, pre–Black Friday and Cyber Monday sale. Here’s how the top five ranked on the BOSCO™ Index league table. Download the league table below to see the full results.

Topping the BOSCO™ Index e-commerce league table prior to Black Friday and Cyber Monday is shoe retailer, New Balance.

New Balance appeared to dominate 2020 with consistent sales and a solid brand with multiple collaborations throughout a global pandemic.

Of recent months, New Balance announced several brand ambassadors, including a multi-year endorsement deal with US actress Storm Reid, using the slogan, ‘Storm Wears New Balance.’

The US star is the latest representative of New Balance’s ‘We Got Now’ global campaign, which she is using to not only announce her status as ‘humanitarian, student, actress, and now fashion icon, but to also promote empowerment in young women.

Similarly, New Balance have teamed up with Arsenal and England international Bukayo Saka in their most recent campaign, ‘Little Chilli Brings Heat’. Celebrating his rise into the football spotlight, which is featured across social media and their YouTube channel.

Despite being worlds apart product wise, Screwfix are closely following New Balance. The trade catalogue has found success over the last 8 seasons as a football sponsor on Sky Sports across the UK and Ireland and has now added the programme Soccer AM to its sponsorship line-up.

As well as 15 second and five second sponsorship credits, Screwfix will also sponsor the Soccer AM Pro AM Challenge.

Screwfix will continue to sponsor Sky Sports’ broadcast and digital coverage of the English Football League (EFL), the Scottish Professional Football League (SPFL) and the Carabao Cup which comprises over 200 live games across the season.

The trade tools brand will use the Sky Sports Football logo and Official Partner designation in its owned and bought media.

Download the full league table