It’s time to come up for air for a brief moment and reflect on the biggest retail weekend of the year. During this critical sales period, it’s important to know what trends are ringing true this holiday season. Let’s take a look at some of the key findings we are seeing from sales figures and our holiday research thus far.
Turkey Day Keeps Families in the Home as Savvy Marketers Drive Consumers Online
What have we learned based on early sales data? Thanksgiving Day saw a 17% gain from 2015 at $1.29 billion in spending. Marketers started with pre-Thanksgiving email series that built to turkey day and culminated with thankful messaging prior to the more traditional Black Friday and Cyber Monday promotions. In fact, Thanksgiving Day had its best showing ever on mobile, with a record $449 million in revenue. Many savvy retailers, such as those found at the Mall of America, expected this and felt confident in their choice to close stores for Thanksgiving As they touted their family-centric values in ad campaigns, they knew sales numbers would be met pushing shoppers online.
Black Friday Shoppers Choose Online Purchases Over In-Store and Cyber Monday Numbers Rose
Black Friday sales came in close with Cyber Monday indicating a continued shift in behavior. Consumers decided searching for a parking spot and standing in long lines worrying about inventory couldn’t compare with having everything ship to their doorstep for free.
The numbers tell the story:
- Black Friday online sales rose 21% to $3.34 billion this year
- In store Black Friday sales declined by 10%
- Americans spent $3.45 billion on Cyber Monday, a 12% increase over 2015
- Zeta retail clients had a much stronger presence in the inbox on Black Friday this year. Black Friday didn’t trail far behind the largest volume day of the year with message volume being only 7% less than on Cyber Monday. In 2015, message volume was 27% less on Black Friday vs. Cyber Monday.
Smartphones Deliver Convenience of Anytime, Anywhere Purchases
Mobile continues to be a big deal. Reports state smartphones and tablets accounted for 36% of revenue on Black Friday, while Cyber Monday’s mobile sales jumped a colossal 48% over last year’s $1.07 billion. Even brick-and-mortar shoppers leaned on their device with in-store searches up 30% this year. This suggests consumers want to tangibly test out products, but will avoid the long lines and purchase from their phone while still physically in the store. This evidence of the continued mobile dominance requires careful attention on seamless, device-agnostic consumer experiences.
Now that we’ve learned where and how consumers are shopping this season, let’s shift our focus to creatively engaging with consumers via email. Check back tomorrow as we tell marketers what’s naughty and nice this season.
Black Friday online sales rose 21% to $3.34 billion this year – Adobe http://news.adobe.com/press-release/marketing-cloud/media-alert-adobe-data-shows-black-friday-breaks-online-sales-record-3
In store Black Friday sales declined by 10% - Reuters (RetailNext) http://www.reuters.com/article/us-usa-holidayshopping-idUSKBN13L0ZH
Americans spent $3.45 billion on Cyber Monday, a 12% increase over 2015 – USA Today (Adobe) http://www.usatoday.com/story/money/2016/11/28/cyber-monday-set-top-last-year-sales/94552948/
Reports state smartphones and tablets accounted for 36% of revenue on Black Friday – Adobe http://news.adobe.com/press-release/marketing-cloud/media-alert-adobe-data-shows-black-friday-breaks-online-sales-record-3
Cyber Monday’s mobile sales jumped a colossal 48% over last year’s $1.07 billion – ClickZ https://www.clickz.com/cyber-monday-breaks-record-for-biggest-online-sales-day-in-history/108327/
In-store searches up 30% this year – google https://www.thinkwithgoogle.com/articles/holiday-shopping-trends.html