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4 Black Friday predictions for 2020

Camilla Bass

By Camilla Bass, Senior Content Marketing Manager

4 Black Friday predictions for 2020 - featured image
3rd November 2020

Black Friday 2020 is set to be big for eCommerce, as more people shift from physical stores to online shopping.

To help you prep for your best peak shopping season yet, we’ve put together 4 Black Friday predictions for 2020. Get ready for some crystal ball gazing…

1) eCommerce stores will have more opportunities to convert new shoppers

The pandemic has driven increasing numbers of shoppers online. In the UK, 74% of consumers now feel comfortable buying products online thanks to the coronavirus outbreak.

Research from our New Normal Festive Shopping Report shows that 1 in 3 shoppers are concerned over health and safety measures not being adhered to by other shoppers in-store. What’s more, over 1 in 4 consumers think online shopping is more convenient.

In addition to a glut of online demand, shoppers are keen to try out stores they haven’t bought from before. Our research shows that 1 in 4 shoppers plan to use Black Friday and Cyber Monday to buy from retailers they haven’t purchased from before.

But in order to take advantage of online demand and the willingness to try different stores, eCommerce businesses need to provide a shopping experience that meets consumers’ needs. Which brings us onto our next prediction…

2) eCommerce stores that offer tailored, seamless customer journeys will convert more shoppers

Research shows that by the end of 2020 customer experience will overtake price and product as the key brand differentiator. And it’s no secret that consumer expectations are rising.

But what exactly do consumers want? Well, we know what they don’t want. Our research shows that almost 1 in 3 consumers get annoyed by Black Friday and Christmas marketing that isn’t relevant for them.

So this Black Friday, win shoppers over with marketing that’s tailored and personalized to each individual.

For new visitors to your site, make sure you display products in the shopper’s preferred price range. A tool like Fresh Relevance’s Price Affinity Predictor can help you do this. Additionally, use geotargeting to tailor your marketing to the shopper’s location. A fashion retailer could recommend winter coats and snow boots if it’s snowing in the shopper’s location, for example.

For returning visitors, use past browse and purchase data to recommend products in their preferred categories, price, colors, brands and more.

Consumers also value a smooth experience, with 28% of shoppers getting annoyed by pop-ups that make browsing harder. Make the customer experience as smooth as possible with timely, unobtrusive popovers related to a visitor’s interests and behavior on your website.

This Feel Good Contacts popover sits at the bottom of the window, ready for visitors to take advantage of the discount in their own time.

Feel Good Contacts popover example

3) Real-time marketing will be crucial to boosting conversions

Increased demand during the Black Friday boom often leads to products going out of stock. And with Covid-19 causing supply chain disruptions, this could be an even bigger issue for eCommerce stores this year.

If not managed with real-time marketing, out of stock products can cause frustration for customers.

In fact, our research shows that more than 1 in 4 consumers get irritated when finding a product they like is sold out online with no information provided if and when it will be restocked. What’s more, 20% of consumers get irritated if a product is sold out online with no information around in-store availability and 22% of consumers get annoyed by emails promoting products that are out of stock.

The damage of stockouts extends beyond the direct consequence of a lost sale. First, there’s the possibility that the shopper will turn to a competitor. Then, there’s the long-term impact on customer satisfaction caused by the frustrating experience.

So make sure you use real-time stock data and geotargeting to help your shoppers make a purchase decision.

Victoria Plumbing displays the date an out of stock product will become available again on their category pages and product pages. They also give customers the option to be notified when the product is back in stock.

Victoria Plumbing out of stock messaging example

 4) Companies with attractive fulfilment options will convert more shoppers

Covid-19 has brought customers’ normal shopping habits to a standstill and home delivery has gone from a convenience to a necessity. In fact, when asked about their festive shopping top priorities, 41% of consumers said free shipping was the most important factor for them, while 35% said fast delivery and 24% said clear and simple returns policies.

As people spend more time at home, make sure your Black Friday delivery and returns options are attractive enough to stop shoppers switching to your competitors. These delivery and returns options also need to be as clear as possible throughout your website to avoid high browse and cart abandonment rates.

In this example, Cooksongold uses a blue banner to highlight the availability of free delivery.

Cooksongold free delivery messaging example

Find out what consumers are looking for in their seasonal shopping experience in The New Normal Festive Shopping Report. Download your copy now to learn how to resonate with consumers and convert more customers.

Download your copy of The New Normal Festive Shopping Report

Camilla Bass

By Camilla Bass

Senior Content Marketing Manager

As Senior Content Marketing Manager at Fresh Relevance, Camilla leads the global content strategy and manages, writes and edits user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.