In the last few years, some retailers have lost confidence in Black Friday as a marketing opportunity, citing excessive discounts and declining footfall.
However, a look at the spike in web traffic around Black Friday shows that the Thanksgiving holiday weekend offers a big opportunity for online merchants, if handled correctly:
The figures, showing traffic to billions of pages of Fresh Relevance clients, mostly across Europe and North America, support three key holiday shopping trends:
Shoppers are buying earlier
Traffic was a little down on Black Friday itself in comparison to 2017 figures. But more shopping took place in the week leading up to Thanksgiving, with consumers spreading their purchases across several days. Shoppers no longer want to wait until Black Friday – and retailers are kicking off sales faster to meet the demand.
Cyber Monday increasingly important
Traffic on Cyber Monday was up on 2017, reflecting the shift to online shopping across the whole Thanksgiving weekend. In the U.S., data from Adobe Analytics suggested that Cyber Monday marked the largest online shopping day of all time, with sales reaching $7.9 billion. Smartphone transactions were up, with many shoppers choosing to buy online and pickup in-store.
Black Friday continues to deliver results
Despite the distribution of traffic across the weekend, our figures show that Black Friday delivered a significant spike in pageviews for online merchants. The shape of the graph is largely similar to the preceding two years.
Participating in Black Friday is still a must for retailers who don’t want to be left behind – so why not check out our six tips to make the most of your Black Friday marketing efforts?