Now all the bustle of Black Friday and Cyber Monday is slowly fading out, it’s time for the aftermath. Reports on in-store sales during the official start of the holiday season proved disappointing, but that doesn’t appear to be the case online.
In fact, e-tailers in the US can look back on a very successful Holiday Weekend (the period between Black Friday and Cyber Monday). Black Friday sales increased with a stunning 20% over last year. Cyber Monday topped 2013 sales with a + 15%, marking this day as the most successful day ever in the history of e-commerce – easily shattering the previous record set just three days ago, on Black Friday.
According to analytics platform Custora, there were tree primary drivers of the Holiday Weekend e-commerce activity: e-mail marketing, m-commerce and (paid) search. Remarkably, social media barely played a role in the madness with only 1.7% of all e-commerce orders on Black Friday and Cyber Monday.
On a normal day’s work, e-mail marketing comes in third after paid and organic search. During the Holiday Weekend however, e-mail marketing was the main channel. On Black Friday 27.3% of total sales were generated through e-mail; on Cyber Monday this number was a bit lower, but still relatively high, with 23.9% of all orders.
This shows the increasing importance of e-mail marketing, but also the more savvy usage of the channel. Marketers are becoming more and more aware of the possibilities e-mail marketing offers: mainly the possibility of relevant communication towards your audience. Relevant communication makes consumers value your content much higher. A large part of the e-commerce transactions is expected to be mobile traffic, emphasizing the need of mobile optimization once more.
Last year, Black Friday received the nickname ‘Mobile Friday’ – a name she did honor this year. M-commerce counted for a whopping 30.3% of total sales on Black Friday: a significant jump from only 15,9% in 2013. The mobile impact throughout the entire Holiday Weekend was 26.4%, with a remarkably low 21,9% on Cyber Monday.
Both smartphone and tablet are grouped under ‘mobile’ by Custora. In this area, the new IPhone 6 and the IPad series are the biggest money makers. Apple devices in general have the largest impact with 78%. However, Android is upcoming with 21. 6% of transactions during the Holiday Weekend derived from the Google platform. In 2013, these numbers were respectively 84.1% for Apple against 15.4% for Android.
Google Search also helped Black Friday and Cyber Monday break all e-commerce records. Organic search was responsible for 18% of all transactions during the Holiday Weekend; paid search provided 18.5% of total sales on Black Friday and 16% on Cyber Monday.
So far about the US. What will our own little country do? Will the ‘holiday month’ go down in history as the most successful in Dutch e-commerce yet? Dutch retailers are keen believers, but as always, only time will tell.