Meet the winners of Black Friday ‘22
1. 🛍️ DTC and Independent Retail
Shopify announced its best Black Friday ever, with global sales of $3.3B+, up 17% YoY.
— Apparel and accessories was the top selling category
— London was the highest revenue city
— Average cart: $102.31 USD
— By Sunday night, merchants surpassed $5.1 billion in sales — already more than all of BFCM weekend 2020. Congrats to Harley Finkelstein and team.
2. 📱 Mobile -
According to The Hustle, 48% of online sales were done by phone, up 4% from 2021. If this trend continues, mobile will be the number 1 source of sales next year.
3. 🏬 Big box retail -
Searches for Black Friday discounts on Walmart surged 386% year over year, according to Captify®’s survey of most searched retailers on Black Friday. Target and Kohl’s’s took 2nd and 3rd, followed by Amazon.
4. 📅 Buy Now Pay Later -
Buy Now Pay Later (BNPL) orders for the holiday shopping week rose +78% compared to last week, per Adobe.
5.💥 🛒 Creative offers
Instead of discounting their duffels, gym bag brand Haven Athletic decided to increase the value of their bag instead with a “Black Friday stuffed duffel”, a gym bag filled with $180+ of gear. The strategy worked, more than 10Xing typical sales.
What can marketers take away?
Well for one, things change quickly. Shopify and direct-to-consumer brands have not had the easiest 2022 due to a combination of shoppers returning to physical stores and the higher costs of advertising on digital platforms like Facebook and Instagram.
But strong digital offers, mobile experiences, and quality products are driving sales. According to Shopify President Harley Finkelstein, consumers are looking for quality over quantity, and spending a majority via their mobile devices (75% mobile vs. 25% desktop). The breadth of offers available to consumers (big box, online, in-store, independent retail…) also means that standing out is paramount. Creative offers like Haven Athletic’s can help break through noise.
Takeaways
- Think mobile first, not just mobile friendly
- Back up discounts with quality: product specs, reviews, and added value
- Cut through noise with creative offers
Still thinking about launching a holiday campaign?
It’s not too late to test if it will work: Swayable can test ideas for lift in purchase intent in 24 hours.
→ Demo Request: https://www.swayable.com/demo
