Black Friday eComm Sales Nearly Reach 2020 Records
Consumers began their holiday shopping earlier this year to take advantage of pre-season deals, avoid shipping delays and sidestep the Black Friday and Cyber Monday rush. Despite supply-chain worries and the highest inflation rates since 1990, shoppers still want to create a memorable and special holiday season.
But the extended shopping season and trend toward eCommerce can allow brands to engage with consumers over a longer period of time and in more creative ways. Continue reading to learn how to reach shoppers with valuable promotions and stand out from other brands during the persistent rise of eCommerce.
Black Friday Past and Present
Traditionally, Black Friday kicks off the holiday shopping season with massive bargains and drool-worthy deals. Before the pandemic, it was commonplace for shoppers to head straight from the Thanksgiving dinner table to join fellow discount hunters in lines snaking around department store buildings.
The pandemic prompted a behavior shift for Black Friday shoppers as many people flocked to eCommerce instead of risking virus exposure during the in-person shopping event. That led to online sales reaching an all-time high on November 27, 2020, when Black Friday shoppers spent $9 billion, a 21.6% year-over-year increase compared to 2019.
Black Friday 2021 Breakdown
While online Black Friday sales fell just short of last year’s record highs, 2021 still saw a 19.8% increase compared to 2019—showing that consumers are continuing to embrace the convenience of eCommerce in the long term.
This year, in response to supply-chain complications, businesses have encouraged consumers to begin shopping even earlier, further extending the shopping season. For advertisers and retailers, this means that there are even more opportunities to engage with shoppers in new and creative ways. Major retailers like Best Buy, Target and Walmart and many of the US’s biggest malls closed their doors on Thanksgiving Day, cutting down on the number of savings-savvy shoppers who would line up outside their doors in years past to score the biggest and best Black Friday discounts. Instead, much like 2020, we’ve seen shoppers embrace a hybrid approach in 2021—adopting a mix of in-store and eCommerce shopping and searching for holiday discounts over a longer period of time.
eCommerce Activity for the 2021 Holiday Season and Beyond
eComm has been on the rise for years, and the pandemic has only escalated this trend. As more consumers turned to online shopping experiences over the past two years, new demand raised the expectations for retailers to offer online functionality that not only can handle the increased online traffic but also fit seamlessly into consumers’ omnichannel experience.
Another result of consumers becoming more accustomed to online shopping is that they’re more likely to turn to online storefronts for seasonal gifts, ingredients and more.
eCommerce usage has created a significant opportunity for brands and retailers to better understand their consumers this holiday season. By targeting their ideal audiences through customer data, advertisers can offer them personalized promotions at exactly the right moment. As shoppers grapple with inflation, sharing applicable deals and promotions can provide value and strengthen customer loyalty.
Shifting Online Buying Behavior through Sponsored Search
Rising above the choir of holiday advertisements can be difficult, making tactics like sponsored search a wise investment for marketers looking to raise their brand’s placement online.
Our recent webinar “3 Tactics to Boost Your Holiday Campaign” shared that 90% of purchase decisions begin with search, 80% of clicks happen on the first page and 64% of clicks are on the top three items. Sponsored search gives brands an opportunity to shift buying behavior and get their products added to consumers’ shopping lists.
Looking to learn more about creating personalized experiences for consumers or how Quotient can help your brand win with eComm? Contact us at communications@quotient.com.
