- Telco Black Friday conversion lift doesn’t match increased November browsers
- More than half of November shoppers buy on the day they engage and those that don’t are 113% more likely to buy on Boxing Day than Black Friday weekend
Telecoms companies need to treat Black Friday as a prospecting window as well as an immediate revenue driver to gain maximum benefits from the shopping event, according to new data from Humara, the hyper-specialised AI sales agent.
Telco web traffic was 26% higher than the annual average in November 2025, translating to an 11% increase in sales conversions over Black Friday weekend itself. Although browser numbers grew more significantly than conversions, Humara’s data shows that shoppers’ intent and openness to guidance during the month was high.
Customers who first engaged in November and didn’t complete a sale immediately were 113% more likely to complete their purchase during the Boxing Day sales period than over Black Friday weekend. This shows that during the peak shopping quarter, telcos who can engage and educate anonymous browsers have a great opportunity to convert later, although customers might take longer to think about it.
Humara’s analysis of UK telco websites during November last year found:
- Shoppers arrive knowing what they want: Nearly half of November shoppers already knew which handset they wanted, 12% more than during the rest of the year.
- Demand for personalised advice: November visitors were 8% more likely to initiate a guided sales conversation, suggesting a greater willingness to seek support when navigating complex handset and tariff options.
- There’s checkout hesitation: Despite high engagement, shoppers were 7% less likely to click through to the deal and commit immediately than the rest of the year.
- Conversions are delayed: More than half of November shoppers bought on the day they first engaged, consistent with the rest of the year, but a fifth more took between one and four weeks to buy.
Tom Cox, CEO of Humara, said: “UK telco shoppers flood retail sites in November, but they don’t buy on impulse. They know which phones they want, but hesitate and seek advice around prices most commonly, with further questions about tariffs, network coverage and contract flexibility. This makes good sales conversations essential to capture the influx of traffic and support buyers, even if conversions don’t happen straightaway.
“Unlike beauty or fashion, the telecoms sector is typically selling a commitment, so can’t rely on impulse buys. Instead, they need to build buyer confidence by guiding shoppers through complex choices. Every unconvinced browser who leaves without committing in November is a potential customer for a competitor in December.”
ENDS
About Humara
Elite human-like conversion, infinite digital scale. Humara is a hyper-specialised AI sales agent, that engages prospects within the most complex ecommerce journeys. With elite consultative selling expertise uniquely encoded from the very best human salespeople, Humara is the only AI that has mastered the art of selling – at scale. While other AI agent platforms are built to serve customers, Humara creates them. Converting at 25% for the world’s leading Telco brands – no other AI agent comes close to closing like Humara.
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