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In US stores, sales and footfall were down 10%, according to ShopperTrak; in the UK, we saw footage of empty stores on the morning of Black Friday.
Yep, there seemed to be something different about Black Friday this year, with retailers increasingly embracing ecommerce.
A change in retailer strategy was well documented. Longer sales, more considered discounts, more discounts available online (and earlier); all these changes herald the beginning of what is now a shopping season, not a one-off event before Christmas.
Let's look at how have retailer strategy might have correlated with consumer transactions and traffic online.
On Thanksgiving and Black Friday, while many companies were working to lure customers in with hefty discounts, one company decided to ask customers to give it money in exchange for nothing at all.
Cards Against Humanity, maker of politically incorrect playing cards, ultimately convinced nearly 12,500 people to literally gift it $71,145.
Next time I bring you this weekly round-up, Black Friday will be nothing but a suppressed traumatic memory and most of you will have reduced your productivity levels by at least 75% in the run-up to Christmas.
But before we kick off the month of boozy work parties in which inappropriate things inevitably happen between colleagues, let’s give November one last bit of love with these brilliant digital marketing stats.
Retailers and consumers may be gearing up for two of the most important shopping days in the holiday shopping season, but this year, Black Friday and Cyber Monday are more ceremonial than ever.
Black Friday is less than half a week away, which means it’s almost time to forget about the woes of the world for one day and get lost in some good-old-fashioned consumerist escapism.
In light of this being the UK’s biggest 24 hours for ecommerce and what with us being a digital marketing blog, we thought we’d better bring you some of the best Black Friday stats we’ve seen so far.
This week, your inbox is probably filled with Black Friday emails. And they’re all pretty much the same. “20% off now!” or “Don’t miss out!” or “Buy this TV or else I’ll club this baby seal!”
And since every retailer seems to follow the same approach, everyone else follows suit.
You don’t want to be that one brand that misses out on one of the biggest shopping days of the year.
2015 has seen retailers continue to evolve their Black Friday strategies, with many spreading sales across the period.
UK retailers, in particular, have learnt from last year's bumper day (a breakthrough for the holiday in the UK) and either dropped out from the race or tried to spread demand.
Let's have a look at the strategies being adopted by a number of major retailers.
December is almost here and many of us have already made a start on our Christmas shopping.
One of the most useful things about our Internet Statistics Compendium (ISC) is that it is a really quick way to browse festive trends from the last few years to get a good idea of how important digital channels will be to shoppers in the lead up to the 25th.
This month I thought I’d use this blog post to pick out some key stats – incorporated into the Ecommerce and Customer Experience documents of our ISC – to look at how Christmas 2015 might play out among online and multichannel retailers in the UK.
Some retailers are making basic errors preparing their landing pages for Black Friday.
As we've discussed previously, retailers need a year-round Black Friday landing page to ensure that they achieve decent search rankings and keep their audience informed.
Granted, Black Friday only truly hit the British consciousness during 2014's elbow-fest, but some websites have missing pages or redirects where their Black Friday landing pages once were.
The Econsultancy blog team just had a two-day stint in the press office at the Festival of Marketing in scenes reminiscent of Fear and Loathing in Las Vegas, except with more sleep and marginally less insanity.
The result? Some fantastic additions to our weekly digital marketing stats roundup for anyone who didn’t make it to the event.
Earlier this week I wrote an article on Econsultancy about Black Friday and whether UK retailers will abstain or get involved with the American inspired retail holiday.
Well, like in politics, a week is a long time in retail. Today might be Armistice Day in Europe, and a day of sombre reflection, but in China it’s the wildly popular Singles’ Day sales frenzy.
It’s that time of year again; the weather’s miserable, tear jerking Christmas ads are back on the telly, and everyone in British retail is trying to decide what to do about Black Friday.