Black Friday and Cyber Monday Trends & Tips

Black Friday

Holiday shopping season is upon us! With that in mind, Black Friday predictions and preparations are now an integral part of the online e-commerce tradition. 2013 should be no different. By now, most children have their Christmas lists, and adults have that new exciting gadget top of mind, as well as a plan of action to command and conquer the Black Friday rush. We thought we would examine some 2013 Black Friday trends, and provide a Black Friday check-list to allow you to rest easy over the Holiday weekend.

Before we reveal the top 2013 Black Friday trends, it’s worth noting that IbisWorld predicts that Black Friday will generate sales of $13.6 billion this year – a 3.9 percent increase over last year – driven largely by traditional doorbuster deals and online sales that begin at midnight of November 28th and even earlier at some retailers. 

 

2008

2009

2010

2011

2012

2013

Black Friday($m)

$12,043.9

$12,042.6

$12,348.2

$12,382.4

$13,113.3

$13,618.5

% annual change

 

0.0%

2.5%

0.3%

5.9%

3.9%

Black Friday weekend ($m)

$32,273.7

$32,184.6

$33,891.2

$34,637.1

$38,034.8

$38,688.3

% annual change

 

-0.3%

5.3%

2.2%

9.8%

1.7%

Cyber Monday($m)

$914.4

$949.1

$1,080.5

$1,293.8

$1,565.8

$1,770.7

% annual change

 

3.8%

13.9%

19.7%

21.0%

13.1%

Now, for Top 2013 Black Friday & Cyber Monday Trends:

General Outlook

  • Sales will start well before Black Friday. Some retailers are opening doors at 6:00 pm on Thanksgiving night.
  • There will be more than one big shopping day (think Cyber Monday, Green Monday and Small Business Saturday), and therefore consumers will see more bargains through the entire holiday season. 

Online Black Friday Deals

  • Expect to see more online deals and sales during this Black Friday and holiday season.
  • Stores may offer their Black Friday deals online after doorbuster deal periods end.
  • A predicted 48% of all retail sales are either going to be online purchases or Web-influenced purchases.

Green Monday

  • Originally coined by eBay to describe its best sales day in December. Traditionally the 2nd Monday of December.
  • This year, expect more and more stores to come up with their own Green Monday Sales. 

Cyber Monday

  • This year, Cyber Monday will solidify its position as the top holiday shopping day with most online stores offering deals.
  • Cyber Monday, according to Adobe, is predicted to break records as the highest single online shopping day ever with sales above $2.27 billion.

USOnlineSalesPrediction

MOBILE!!!

  • According to IAB Research, 90% of smartphone-owning parents who plan to shop Black Friday weekend for their children will use their phones for assistance. 
  • Additionally, a significant number of these parents (44%) expect that they will actually purchase presents for their children on their smartphones.
  • The top uses of a mobile device for holiday shopping involve leveraging mobile devices to find items in-store:
    • Checking availability of items before they go to the store (55%)
    • Tracking sales at stores / finding items that are on sale (50%)
    • Researching gift ideas (49%)

Finally, thoughts to keep in mind as you prepare for Black Friday, Cyber Monday and beyond:

  • Make sure your home page announces the specials in a clear and direct way. Also, make sure the link from that home page banner or description directs to the most optimal landing page for a quick conversion.
  • Do you have a mobile friendly site with mobile targeted ads to that mobile friendly site?
  • Make sure the discount or offer is clear and shown all the way through to the shopping cart and checkout.
  • Double and Triple check your paid search ads to launch in the right locations, at the right time, and have the right offer stated in the ad copy.
  • If you will be doing email marketing, make sure your email capture is in a clearly viewed location, make sure that it works, and has a strong call to action.
  • If you are doing remarketing, make sure the remarketing code is on the correct page to collect the right audience you want to reach with remarketing ads.
  • Are your social media campaigns scheduled and ready to launch?
  • Check your alerts and limits (budgets, day parting, etc.) for the biggest shopping weekend of the year.

 Have a safe and wonderful holiday season! Happy Searching!

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