Black Friday saw a 41% uplift in sessions over the Black Friday weekend period and 59% more conversions

With another Black Friday and Cyber Weekend done and dusted, we’ve crunched the numbers to uncover how retailers performed and the key trends for 2018. This year once again saw record online sales, with Adobe announcing that US consumers spent $7.9bn online on Cyber Monday alone. Across Croud’s global retail clients, the numbers matched up to this trend, with an average 141% year-on-year uplift in online revenue. In line with this, there was also a 41% uplift in sessions over the Black Friday weekend period and 59% more conversions. Conversely, average order value (AOV) increased by only 0.5% on average, suggesting that more customers are taking advantage of Black Friday and Cyber Weekend promotions.

Cost-per-clicks down on 2017

Across Croud’s retail clients, shopping costs-per-click unsurprisingly increased week on week over the Black Friday weekend, but, when compared with…

Chart of the Day: Do you know how to convert your audience into buying customers this Cyber Monday?

It seems that Cyber Monday is only thought of as the 'little sister' of Black Friday, but last year Cyber Monday brought in $3.45 billion in sales. So, how can you influence your audience to buy your products? What is it they're looking for? Sometimes offering a % off discount on products and services simply isn't enough because they can wait until discounted sales happen again for Summer, New Year or even Christmas campaigns. Research by Global Web Index shows the features that would increase the likelihood of a consumer buying a product online.

When shopping online, which of these features would most increase your likelihood of buying a product?

79% of respondents stated that free delivery would be their main influence. Often we find ourselves buying products in online sales, but the delivery charges are almost as much…

Inspiration for your Black Friday marketing campaign, to help you stand out from the crowd

With everyone shouting about the same thing, its hard to get your voice heard. Black Friday is no exception. Nearly every major retailer will promote Black Friday. Black Friday has become increasingly popular in the UK over the last few years, after originating in the US. Although it's a day hated by many, it has become a great way for retailers to increase profits. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] Last year 154 million consumers made purchases, that’s about 3 million more than the previous year. Last year Black Friday surpassed the $3 billion mark for the first time, setting a new sales record. It was found that 76% of retailers will be taking part in Black Friday this year. …

Chart of the Day: 74% of Black Friday weekend consumers are planning to shop on the big day.

Black Friday is finally here, whether you love it or hate it, there is one undeniable fact - Consumers spend big during this period. Consumers in America are buzzing to see the deals online and high street retailers have on offer during the biggest shopping weekend of the year. An estimated 137.4 million people are considering hitting the shops this weekend, that's 59% of the population. While there is plenty of competition for consumers attention across the whole weekend, the days with the highest potential for your business is on Black Friday and Saturday. With most Black Fridays sales lasting from Thanksgiving (Thursday) to Cyber Monday (and beyond), which day will drive the most sales for you? An annual survey from the National Retail Federation and Prosper Insights & Analytics shows that less than half are planning to shop…

Automating your marketing is key in such a busy marketing period, find out how RedEye’s Head of Future email suggests it is done

Summer is long gone and the Bank Holidays have been exhausted for the year. While ‘normal’ people start to stress about when to put their central heating back on, us marketers are in full planning and panic mode. Two key events loom before us: Black Friday Weekend, and of course the run up to Christmas. It’s all become rather stressful. With more and more focus on the few weekends left of the year before sales season takes over, it’s more crucial than ever for brands to implement perfectly executed, strategic marketing experiences for shoppers on the approach to Christmas. Brands are not only at war with their competitors, but with the expectations from previous years’ performances and their customer’s expectations (all searching for the next big bargain).

Take a little…

An integrated small business campaign example

I awoke on the last Friday of November to the usual Black Friday hangover. On checking my emails I was inundated an avalanche of offers in relation to that American import which, like Halloween, is now huge over here in the UK too: Black Friday. With the Argos, Currys, Tesco and Boots' websites all experiencing outages due to weight of demand, the British public appears to have got over its aversion to this American celebratory holiday of all things consumer. I run a niche ecommerce business that has a big US subscriber base, and based on previous Thanksgiving weekends it was clear that we needed to have a planned approach to the "holiday" season. As the day drew nearer we had customers emailing asking what we had planned as offers - it was going to be a big sales day. Now we are a small business, our turnover…

Data shows uplift retailers in the UK and worldwide can expect from the key e-commerce dates this month

For retailers, the festive season effectively starts with Black Friday on 27th November 2015 and Cyber Monday three days later. This year some experts are predicting that UK sales could top the one billion pound mark. To understand what we should expect this year let’s take a look at how things panned out in 2014. The data in the charts below is compiled by Fresh Relevance and the predicted uplift is based on billions of page views across retail websites in previous years (approx. 50% in the UK and 50% worldwide). The impact of the two day shopping bonanza starts one week ahead of Black Friday as traffic falls back slightly, suggesting that consumers are delaying purchases in the anticipation of lower prices. Then the day before a 25% increase in traffic as shoppers’ scope…

What do consumers want in terms of delivery when they buy online?

Tis the season for e-commerce. Black Friday and cyber Monday are on the near-horizon, and with them the general peak in sales that accompanies the run up to Christmas. e-commerces sales are expected to account for some $1.6 trillion worth of purchases this year. There are a vast variety of things you need to get right to run a successful e-commerce store. Good products, strong SEO, a responsive site, flexible payment options, the list goes on. However, one aspect of e-commerce that is often over-looked yet has a major impact on sales is delivery options. This recent report from MetaPack focusing on consumer Ecommerce-retail delivery preferences gives marketers useful data on the effect of delivery options on purchase decisions.

Preferences for where to deliver to?

Delivery to the home remains the most popular option among all age groups,…

Avoid a Black Fridays Sales #Fail by optimising your Black Friday Marketing

Over the years, we Brits have been given much by our transatlantic cousins: the telephone, the lightbulb, David Hasselhoff… In more recent times, we have been ‘gifted’ the concept of Black Friday. Once nothing more than jaw-dropping news reports of deal-hungry shoppers fighting over reduced flat-screen TVs, it’s now recognised as the biggest retail opportunity of the year. Though still a relatively new phenomenon, the UK’s ecommerce industry has started to act accordingly, taking steps to ensure that it gets the most out of this strange, yet lucrative, US import. To help you do the same, we appealed for some advice. We know you will have your core plans for Marketing Black Friday in place, but you will still be making last-minute adjustments.  Here are some Black Friday ecommerce marketing tips…

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