International retailers are getting ready this Black Friday

Black Friday is getting closer and this day means big business for online retailers across Europe. During the last couple of years, Black Friday has entered the markets in Europe where it seems to be gaining new ground every year.

UK and Spain are the strongest European markets in terms of Black Friday awareness and sales. According to IMRG, supported by SimilarWeb data, the total UK spend on online retail sites on Black Friday 2016 was £1.23 billion, marking a +12.2% increase on the £1.1 billion spent on the same day in 2015. The Spanish Commerce Confederation (CEC) says that Black Friday is now an established event in Spain, and that “it restores the traditional concept of sale season”.

In France, the event has picked up since 2014 and is now said to be the discount event of the year according to 15 million French people. According to ECN (E-commerce Nation), Black Friday 2016 in France generated a 30% + turnover for brands compared to the year before. This year is expected to be another success.

In Ireland, shoppers everywhere will be on the hunt for bargain buys, with Irish spending set to break the €100 million mark, according to the Irish Mirror.

According to Exterion Media UK’s award-winning consumer panel,

  • 63% of urbanites agreed that they had specific items they wanted to buy during last year's Black Friday sales events.
  • 60% of urbanites agreed that they had plans to visit particular stores/websites during Black Friday sales events last year.
  • 47% of urbanites agree that Black Friday and Cyber Monday are great opportunities to grab Christmas bargains.
  • In 2015, Black Friday had the highest TAPs* proving across all of the TfL network for the whole year.

With almost half agreeing that they often don’t know what they want to buy when shopping during these sorts of events, our assets provide the right platform to encourage and drive spontaneous searches and purchases online.


Our innovative digital billboards on Paris' Ring Road are strategically placed to reach a valuable audience in the busiest Ring Road in Europe. With an estimated 1.3 million vehicles travelling this road every day, the potential for the digital screens to catch drivers’ attention is huge.


With nearly 400 million passengers transported in 2016 and advertising opportunities for brands on 2000 buses, EMT network provides extended levels of engagement with the Spanish audience as well as numerous tourists and international audiences.


Exterion Media’s retail environments of Westfield London, Westfield Stratford and London Designer Outlet welcome 79.7 million annual visitors. With Exterion Media advertising opportunities, you can reach the most affluent consumers on the London Retail scene - our Digital Spectaculars, Video Walls, Entrance Landmarks and LCDs allow you to engage with London’s unique shoppers.

With 4.8 million passengers a day, your audience is ready to connect with you on London Underground. As the sole provider of advertising opportunities on the Underground, Exterion Media can ensure you will reach and engage with this important audience.


Exterion Media is the market leader in Retail advertising in Dublin. We have developed a suite of advertising formats that are proven to be effective in driving sales. Our Retail portfolio delivers results because of its close proximity to the point of purchase.

It’s no surprise that brands such as British Airways and PlayStation capitalised on the flexibility of Out-of-Home to tailor their ads throughout this popular shopping time.

British Airways ran a campaign to promote its ‘Black Friday Deals’ and ‘25% off certain flights’ across our London Underground network. The ads encouraged commuters to get in the holiday spirit with exotic and vibrant images. PlayStation also advertised its ‘Great Deals all Weekend’ with its recognisable controller icons making up the words ‘Black Friday’.

Make sure your brand doesn’t miss out on one of the busiest shopping weekends of the year!

*TAPs is the action of touching in your travel or contactless card on the yellow card reader on bus, Tube, tram, DLR, London Overground, TfL Rail, Emirates Air Line, River Bus and most National Rail services in London when you start your journey.

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