Black Friday (November 23, 2012) and Cyber Monday (November 26, 2012) are the peak days for consumer spending during the calendar year. Black Friday is the brick and mortar retailer peak consumer purchasing day and Cyber Monday is the online store peak consumer purchasing day.
Why is this important for online marketing professionals?
Black Friday has been known as the “official” start of the holiday shopping season. Each year, consumer spending increases 24.3% during Black Friday. A lot of the increase in spending on Black Friday is influenced by online marketing and mobile marketing. Mobile “deal seeking” is the act of researching on a mobile device for in-store and/or online bargains, which has increased 14.3% from 2010 to 2011. Black Friday social influencing or social media marketing is also an ever-growing strategy for online marketers, and serves as a space for consumers to follow up with their product research. Social media-driven consumers accounted for 0.53% of all online sales on Black Friday. Facebook drove 75% of the 0.53% that was influenced by a medium of social media to purchase on Black Friday.
Cyber Monday is the biggest online shopping day of the year. Black Friday 2010 to 2011, consumer spending on Cyber Monday has increased 33%. The average order value for consumer purchasing online has increased 2.6%. Of all Cyber Monday traffic, 10.8% comes from a mobile device, which is up 6.9% year over year. Mobile sales have also seen an increase, reaching 6.6%, which is up 4.3% from 2010 to 2011.
This is important to know when planning for a Black Friday or Cyber Monday online marketing campaign because 70% of consumers say they search online before making any online purchase, and 57% search online before making an offline purchase.
So are you ready for Black Friday and Cyber Monday!?
Before your eCommerce site sees the mornings of Black Friday or Cyber Monday be prepared with these tips:
- 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 place for 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.