Black Friday falls on November 23rd this year and is expected to be one of the biggest shopping days in the retail calendar.
Black Friday traditionally follows Thanksgiving and is widely considered to mark the beginning of the Christmas shopping season.
The sale is no longer limited to one day only. The trend has been to see retailers spreading the offerings and savings across the whole week both instore and online, then continuing and increasing the deals past Cyber Monday.
Econsultancy.com says that with Black Friday falling at a slightly earlier point of the year in 2018 may be another determining factor which sees brands stretching their sales offerings across a week or longer.
“The years it really took off in the UK it fell on the 28th & 27th, meaning the bulk of people would either have been paid in advance, or would be paid over that weekend/Monday. This year it means many won’t be paid until a few days after. That may dampen things a little.”
One benefit of that however, is that a longer sales period stretched across a week or two will reduce spikes in web traffic.
According to Shopify, Ecommerce Black Friday generates on average 3.6x more sales — and Cyber Monday, 3.1x — than a normal day in November. In the UK this is 3.81x on Black Friday and 2.04x on Cyber Monday.
On top of checking inventory and staff, Shopify reminds retailers and brands to optimise images and website functionality to prepare for the week.
“A website with a laggy load time slows down the purchasing process and increases the chance that visitors will leave your website before purchasing. The first way to do this is by optimizing your images. Load times suffer when images don’t fit the screen that’s summoning them, or there are simply too many images on a single page. And mobile load times suffer most drastically because mobile devices don’t have the processing power of desktop computers. As motivation to optimize your images, consider how much business comes through smartphones during Cyber Monday.”
So how can retailers make the most out of this period with their marketing? Digital Commerce 360 spent 6 months last year evaluating a sample of 100 brands’ Black Friday activity.
They found that:
One of their key outtakes from the study was that consumers’ inboxes are flooded with brand emails in the weeks leading and following Black Friday. Retailers emails and brand homepages must be relevant and engaging to stand out from competitors.
What’s clear is that Black Friday, once the in-store shopping day—and Cyber Monday, typically the online shopping day—have merged gradually to become one mammoth event and retailers must be prepared to get the most out of this period.
Our talented in-house team can help you with updating your social content, email creative and ecom images so you can make the most of the week-long sales event.