– Black Friday / Cyber Monday Content – We have made it to the other side of mayhem with Black Friday and Cyber Monday now behind us. For us, this year was quite boring, which is exactly how we planned it and why we invested millions into our product over the last year.
With the crazy five days behind us it is great to look back at the data. We saw some pretty epic volumes from our clients as they kicked off sales and sent out emails. Watching the spikes come and go was exciting, and I hope that it was a successful five days in the sea of weirdness this year.
We processed a record amount of traffic, this is most exciting for us as we see search conversions typically outpace browse conversions 6-7x. We know the intent is much stronger when someone is searching for what they want and our job is to get the right product in front of the right person.
What we did witness was that sales have slid from Cyber Monday to Black Friday and earlier. This appears to be a slow trend as traditional brick and mortar is less distinguishable from ecommerce, but likely more pronounced this year.
With Adobe reporting Cyber Monday sales lower than last year and attributing it to 2020 being an anomaly of sorts, I think it is the future as retailers pull sales forward and physical and cyber continues the mix to become truly omni. It was also interesting that the average sales price was anemic, which means the total number of goods was much lower as the higher prices didn’t cause an overall increase. The pull forward is clearer in the numbers with Adobe estimating total ecommerce sales to end up 10% for the Holiday period.
While the entire holiday season shopping isn’t over it is exciting to get to this side and support so many amazing customers. Here’s to wishing you continued success through green Monday and beyond.