With the retail event continuing to grow in popularity around the world, we speak to advertisers and publishers to find out what impact Black Friday has on their business and how they will be preparing for the event this year.
As we countdown to Black Friday 2017, we speak to Rob Hanlon, Commercial Director at Easyfundraising to find out about their five day lead up to the event and what sectors are predicted to produce the best selling products.
What impact has Black Friday had on your business in previous years?
Over the last 3 years Black Friday has delivered 351% uplift in sales compared to the average Friday, with 2016 Black Friday growing by 32% compared to 2015. Average Basket values show an uplift of 20% compared to the average Friday.
What trends have you noticed in device usage when consumers shop for this event?
We have seen no significant change in device usage for Black Fridays. In 2016 we saw a 3% increase in use of phones compared to average use throughout the year.
What plans do you have for Black Friday 2017 within your local market?
It’s our busiest time of the year for both sales and exposure. We are having a five day lead up to Black Friday and then switching to Cyber Monday on the Saturday. There will be onsite opportunities on the home page and category pages plus there’s a dedicated landing page for Black Friday and then Cyber Monday, featuring the best offers and products. Over the period we are sending eight offer emails to the whole base, 16 solus emails, 16 offer alerts and running triggered purchase abandonment emails across all major retail categories. We’ll be busy promoting on social (both paid and organic) and ppc as well as encouraging the 120k charities and causes to share the best deals with their supporters.
Which products do you expect to be the biggest sellers?
Electronics – including gadgets, Entertainment, Fashion & Beauty, and Toys/Games all should do well.
What are your predictions for Black Friday/the Cyber weekend in your market overall?
Another big uplift in sales vs last year as well as more retailers booking exposure packages.