How to plan your company’s marketing activities during Black Friday?
How can brands and Quick Guide businesses prepare for the 2021 holiday season?
The National Retail Federation of the United States predicts that this year’s retail season (from Black Friday to the holidays) will see retail sales increase from 10.5% to as much as 13.5%.
According to a survey conducted by CyberMonday.global conduit cn telephone number data Poles are prone to spending big during sales, spending an average of PLN 945 (approx. €213). Similar amounts are found in Spain (€221) and the Czech Republic (€192).
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The most money is planned to be spent during the sale by residents of the USA (€410), Switzerland (€391) and Great Britain (€371). The most modest shopping will be in Pakistan (€53) and Nigeria (€58). Among the most popular products are children’s items, books, household appliances, jewelry, cosmetics and perfumes.
Even the pandemic did not harm the selling season: according to McKinsey analysts, consumer spending in the United States and around the world returned to normal already in the second quarter of 2021, and some industries even managed to grow.
Here are some insights into consumer behavior during this period:
- 39.7% of men buy electronics and gadgets, while only 15.1% of women buy them;
- cosmetics and perfumes are bought by 27.2% of women and 2.1% of men;
- 40.4% of buyers over 45 years of age spent money on small and large household appliances;
- Children’s items were most often purchased by customers aged 25–34.
According to a study conducted by 4Service Group in 2020,
52% of respondents shopped during Black Friday or holiday sales. During Black Friday, the number of transactions increased by 691% compared to the yearly average, and during Cyber Monday – by 197%. After a year of isolation why discipline in marketing brings better results cooking Quick Guide at home and canceled events, people are waiting for the start of the new sales season like never before. More than half of respondents plan to spend more than usual to treat themselves.
Alicia LeBeouf, Head of Industry – Retail & Grocery at Facebook and Instagram, believes that businesses need to start preparing for the sales season earlier than ever this year. This is necessary to avoid logistical problems and longer wait times for orders. According to data cited by LeBeouf, half of respondents in 2020 started their holiday shopping well before Black Friday. As a result, online sales during the peak season increased by 47%. Last-minute shopping volume decreased by 19% compared to 2019.
Facebook experts believe that the earlier start of the sale last year helped the business avoid the shipaggedon that is traditional during this period – the accumulation of logistical problems related to overlapping transports of goods and the
resulting delays in delivering orders to customers.
Consumer spending on Black Friday in 2020 increased by about 21% compared to 2019, on Cyber Monday – by 15%, and totaled $10.85 billion. In 2020 cpa email list consumers also became more aware of offline shopping and began to plan it. And although footfall in traditional stores almost doubled, revenue per customer increased by 36% compared to 2019.
In the pre-holiday frenzy, shoppers are also confus and have trouble making choices. According to a Facebook study cited by LeBeouf, half of respondents don’t know what to buy for their loved ones and feel the need for help in finding gifts, Quick Guide especially during the holiday season. Of those who discovered new products or companies through online advertising, 26% of consumers said they were local brands they hadn’t heard of before.
What were Poles not satisfi with?
CyberMonday.global specialists analyzed data on Black Friday and Cyber Monday campaigns also in terms of customer satisfaction. In 2020, Poland and Hungary shared fourth place on the list of countries most dissatisfied with sales.