Black Friday&Cyber Monday

Benchmark
Report

Where Does Your Shop Stand?

How much more do people actually buy?

Is the audience the same or entirely new? Do people who buy on Black Friday show different behavior patterns than your usual customers?
This report summarizes the behavior of millions of consumers during Black Friday and Cyber Monday. It’s based on:

17,597,364
consumers
97,210
Products purchased
512
Online Stores

One of the biggest online shopping periods worldwide

$7.4 billion

Black Friday brought in sales this year — which is even higher than last year’s record-breaking $6.2 billion.

Sales

How much more do people actually buy during Black Friday and Cyber Monday?
Sales increased by 3.5X on Black Friday and by 5X on Cyber Monday.

How much more do people actually buy online these days?
On Black Friday, there’s an increase of 340% compared to an average day. On Cyber Monday, this number jumps even higher, to 510%. For well known brands, the increase can be up to 10X on Black Friday and 15X on Cyber Monday.

Fashion
5Xmore ON
Cyber Monday

but there’s no major peak on Black Friday.

Lifestyle
0.5Xmore ON
Black Friday

with a slightly smaller peak on Cyber Monday

Biggest Peak is on
500$products
and up

People been waited for the deals so they can buy the items they’ve had their eye on for a long time.

Online sales double a week before Black Friday.

2.3Xsales
increases

With so many discounts ahead, purchase rates slightly drop in the middle of November, indicating that consumers prefer to wait a week to get the better deal.

Geo Check

Asian Market buys

7Xmore on
black friday

Black Friday is clearly the more important day for Asian online shops.

Consumer Behavior

Do consumers behave differently when buying online during the Holiday sales?

How many of the visitors to the online stores actually buy?

Consumers’ behavior online changes during these days - they’re much more likely to add products to their cart,but less likely to complete the purchase.

Here's a peek into people's brains

How does the funnel change in the event of a sale?

6%
42%
54%

During Black Friday promotions, visitors are almost twice as likely to add items to their cart.This is a common behavior for people who see discounted items. It’s like entering a shop with everything on sale, then finding yourself a few minutes later with a pile of clothes you didn’t intend to buy. Highly interesting, though, is that while visitors are much more likely to ‘grab an item’ they’re less likely to complete the checkout.

In the average funnel, over 40% of the visitors who continue to checkout will complete the purchase. However, on Black Friday only 30% end up buying. Consumers are aware of their ‘hasty’ behavior, even with a big “Sales” sign.
As the famous Jam Experiment from Columbia and Stanford University showed, an overload of choices can actually have a negative effect on sales, and customer satisfaction also takes a hit. Visitors might simply get lost browsing for more and more deals, end up frustrated, and ultimately buy nothing.

The behavior on Cyber Monday is different, and the checkout rate is much closer to the average funnel. Based on the data, it seems that Cyber Monday buyers are more determined, knowing it’s their last chance to claim the discount, and are more keen to complete the purchase.

Acquisition

Which marketing channels drive the most traffic and from which ones are visitors most likely to buy?

Traffic Increase by

2.5XBLACK FRIDAY & CYBER MONDAY
the traffic sources remain about the same.
Cyber Monday
Black Friday
  • Direct
  • Facebook
  • Google
  • Google Paid
  • Instagram
ChannelYearly average conversion rate
Direct2.06%
Facebook0.60%
Google1.20%
Google Paid1.57%
Instagram0.28%
Traffic by itself doesn't indicate much about sales. Some channels might drive a lot of traffic and hardly any sales, while others drive low traffic but a high number of sales. The conversion rate metric reflects the % of visitors who ended up purchasing on the website.

The conversion rate is usually impacted by the intent - do visitors arrive to the website with a high intent to buy? You can see in the table below that channels which indicate a higher intent convert better.

Direct traffic (visitors who arrive at the website directly or via emails) are most likely to buy. In second place are the visitors coming from Google, either paid or organic, who are probably looking for a specific product this online store sells. And, in third place, we see Facebook and Instagram with a very low conversion rate compared to the other main channels. Visitors from Facebook and Instagram arrive with a much lower intent - they arrive from a general post or ads that target a wide audience.
ChannelYearly Average Conversion Rate
C. Rate
CBF/CM Conversion Rate
C. Rate
Direct2.06%2.59%
Facebook0.60%0.64%
Google1.20%1.93%
Google Paid1.57%2.23%
Instagram0.28%0.57%

New vs.
Returning Customers

Are Black Friday customers new or already loyal customers of these stores?

most of them are first time visitors, but this trend is similar to their behavior throughout the year.

The split between first-time and returning visitors remains almost the same during an average day and Black Friday/ Cyber Monday.

The numbers are almost the same with a slight decrease in purchases by first time visitors on Black Friday/Cyber Monday.

First 3 weeks of November
BF / CM
55%
Number of sessions before the purchase:
  • 1
  • 2
  • 3
  • 4-5
  • 10+

Mobile vs. Desktop

Is there a difference in mobile and desktop usage during the Holidays?
Yearly average
55%45%
Mobile
Desktop
BF / CM
60%40%
Mobile
Desktop

There’s only a slight increase in mobile usage for the Holiday season.
Five percent more visitors prefer to shop from their mobile phones as opposed to their desktops.

Summary

Black Friday promotions have a huge impact on online shops worldwide.

Sales Increase by

3.5XBlack
Friday

5XCyber
Monday

Asian Market do it better

7.5XHigher than
usual

Big Spenders

These promotions have the biggest effect on expensive products with an average price

500$Products
and up

Consumer behavior also changes:

deals trigger more consumers to add products to their cart. However, people also seem to be more aware and show a lower willingness to actually complete their purchases during Black Friday. On the other hand, Cyber Monday buyers, knowing it’s their last chance to claim the discount, are more determined to complete their purchases.