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This statistic displays the share of Europe-based businesses that cancelled or went ahead with their original Black Friday campaign investments, by country. In the UK and Ireland, about ** percent of businesses cancelled their plans, but the remaining ** percent went ahead. About *** percent of those decreased their original investment, while an equal share of **** percent of businesses either continued with their usual investment plan or even increased their intended investment plans for Black Friday.

The coronavirus pandemic disrupted the retail industry at unprecedented levels and the restriction measures put in place in several countries in Western Europe are expected to overshadow the holiday season. Black Friday is one of the leading highlights of the holiday shopping season, and already forecasts indicate that the value of retail sales during Black Friday will plummet in Europe by ** percent on average.