Tis The Season... For Shopping
Black Friday and Cyber Monday
The weekend following Thanksgiving has become synonymous with online shopping frenzy. In 2022, online Black Friday sales alone reached $9.12 billion in the U.S., marking a 2.2% year-over-year increase, despite economic challenges such as inflation. Cyber Monday, meanwhile, remained the single largest online shopping day of the year, raking in $11.3 billion, a 5.8% increase from 2021. These trends underline the necessity for retailers to strategize effectively, leveraging digital channels to capture consumer attention and drive sales.
#1 - Tight Timeline and Competing for Eyeballs
The proximity of Black Friday/Cyber Monday to Thanksgiving presents unique challenges for retailers in the U.S. Retailers must strike a balance between launching campaigns that capture attention while respecting consumers’ willingness to begin shopping. Careful timing and messaging are essential to avoid overwhelming or alienating shoppers who are preoccupied with holiday activities.
- Start Early: Launch “Pre-Black Friday” or “Black November” promotions to capture interest and spread out demand.
- Omnichannel Flexibility: Encourage online shopping for those who prefer to stay home during the Thanksgiving holiday or cannot shop during the weekend.
- Appeal to Emotions: Blend gratitude-focused messages with sales campaigns, connecting with the Thanksgiving spirit while promoting shopping.
- Staff Preparation: Offer incentives or flexible schedules to employees working during the Thanksgiving and Black Friday period.
By preparing strategically, retailers can navigate Thanksgiving’s unique challenges while maximizing the opportunities Black Friday and Cyber Monday provide.
#2 - The Shift Towards Shopping Earlier
The trend of early holiday shopping has accelerated in recent years, with consumers increasingly starting their holiday purchases well before Black Friday and Cyber Monday. For example, the National Retail Federation found that by early November, 58% of consumers had already begun their holiday shopping, with one-quarter of their planned purchases completed. This early spending trend reflects a blend of strategic planning and convenience, as shoppers aim to avoid the last-minute rush and take advantage of extended promotional periods, sometimes dubbed "Black November" by retailers. The National Retail Federation (NRF) found that holiday spending for November and December 2024 could reach record levels, expecting growth between 2.5% and 3.5%, totaling approximately $979.5 to $989 billion.
For retailers, the early shopping trend requires adjusting marketing and inventory strategies. Leveraging pre-Black Friday deals and promotions earlier in November can capture this early interest and help smooth out demand across the holiday season, reducing the pressure on logistics and last-minute shipping. Retailers that successfully implement early holiday marketing strategies stand to benefit by maximizing customer engagement while encouraging repeat visits over the holiday period.
#3 - Impacts From the Election
This year, Black Friday faces an unusual challenge: the overlap with the U.S. presidential elections. Political campaigns have driven up ad costs across key platforms, making it harder for brands to compete. Experts at Ansira revealed that advertisers will face a 15-50% increase in costs for connectedTV (CTV) and social media ads during the election period (September 15 – November 5), directly impacting Black Friday campaigns, especially in battleground states. & >
#4 - Beyond SEO: Leveraging Influencers
Relying solely on SEO isn’t enough to stand out in the crowded Black Friday marketplace. While your promotions may already be in place, amplifying them through social media is the obvious approach to take your campaign to the next level.
TL;DR
Here are some last-minute actionable items to consider adding to your strategy for this Black Friday and Cyber Monday:
- Partner with micro-influencers to highlight your promotions and coupons and connect with their engaged audiences.
- Broaden your reach and save some investment by exploring platforms like Snapchat, TikTok, and Pinterest—not just the traditional options.