Imported US Promotions Changing UK Retailers' Christmas Campaigns - eMarketer
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eMarketer Interview

Imported US Promotions Changing UK Retailers' Christmas Campaigns

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An interview with

Mudit Jaju

Head of Ecommerce, EMEA, and Digital and Data Partner, MEC Global

Interview summary

UK shoppers are spending big dollars online and, spurred by the influence of US sales promotions like Black Friday, are modifying their Christmas shopping habits, according to Mudit Jaju, head of ecommerce for Europe, the Middle East and Africa (EMEA) and digital and data partner at media agency MEC Global. eMarketer’s Sean Creamer spoke to Jaju about how UK retailers are adjusting their Christmas campaigns in response.


eMarketer: How have Black Friday and Cyber Monday influenced UK spending patterns?

Mudit Jaju: Cyber Monday and Black Friday are relatively recent affairs in the UK, even to the everyday press outside of the retail press. The Guardian or the Daily Mail began covering it in the 2012, 2013 season. What’s starting to happen is the holidays are looking a lot like the US. There are the door busters, with the police being called to places and fisticuffs and all of that.