Black Friday E-Commerce – Trends and Results 2021


How does the intensive e-commerce marketing campaign interval round Black Friday have an effect on enterprise outcomes? With aggregated knowledge from our buyer base mixed with international stats from this 12 months’s vacation season, we had been capable of current attention-grabbing insights into tendencies and actual KPI outcomes.

The story of Black Friday goes all the best way again to 1950, however the idea has modified a number of occasions since then. At the moment, the one-day gross sales bonanza has morphed right into a four-day occasion, and even a full week occasion, and spawned different “retail holidays” akin to Singles Day and Cyber Monday. It isn’t uncommon that shops, each bodily and digital, begin their gross sales already to start with of November and proceed kind of with reductions all the best way till Christmas.

A Shift in Black Friday Client Conduct

Nevertheless, in recent times, as customers have change into extra environmentally acutely aware, many companies have determined to boycott the Black Friday buying hysteria.

In response to Johan Sommar, Avensia’s Chief Strategist, there was a shift in buyer habits throughout Black Friday in each bodily and e-commerce buying throughout current years:

“Till lately, firms may piggyback on the entire Black Friday factor and enhance gross sales. However now, they want a slightly aggressive provide with a view to appeal to each present prospects and new ones. It isn’t sufficient to current an OK provide or low cost and assume it would robotically generate excessive gross sales and site visitors numbers. This additionally makes the entire query about Black Friday gross sales extra essential for many firms to resolve on – all in or under no circumstances“, he concludes.

Black Friday E-Commerce Traits in 2021

Many firms at present have an excellent grip on easy methods to method the Black Friday season. They’re conscious that their prospects have a robust understanding of normal costs vs reductions, and if an organization unintentionally (or purposely) publishes a “dishonest” provide, customers don’t hesitate to inform the world by means of social media. Clear and open buyer communication is the important thing to success any time of the 12 months, however it’s much more essential throughout the Black Friday season.

One other pattern we’ve seen in recent times is that buyers count on good buying experiences to the next diploma than earlier than, slightly than simply reductions. A number of years in the past, it was not unusual that e-commerce platforms would crash when customers rushed to the location. This alone was a particular expertise and never one thing that actually harmed the corporate however slightly intensified the Black Friday buying expertise.

However at present there are near no incidents as platforms carry out higher and up-time is often 100%. Shoppers are used to a flawless and quick shopping for journey and now not settle for delays or hiccups. Due to extra strong techniques, e-commerce companies can keep away from the “high-alert mode”, and workers can nonetheless give attention to day-to-day duties throughout the Black Friday e-commerce gross sales interval.

Black Friday Efficiency 2021

On the entire, the gross sales related to Black Friday and Cyber Week had been extra unfold out in 2021, beginning earlier and with smaller reductions. E-commerce nonetheless accounted for a big proportion of gross sales, because of the ease of discovering and evaluating offers, in addition to the comfort of avoiding crowds. Nevertheless, in accordance with Adobe Analytics, each Black Friday and Cyber Monday gross sales figures had been decrease than in 2020. This pattern is mirrored within the evaluation of Avensia’s prospects, the place nearly all of the purchasers on this report confirmed decrease figures in 2021 than 2020.

In our report, we grouped our prospects into 4 segments;

  • Magnificence & Cosmetics
  • Sports activities & Out of doors
  • Style & Design
  • Client Items / Different

The report consists of knowledge from prospects in varied phases of e-commerce website maturity, each those that are long-lasting Avensia prospects and people who have launched a brand new website with Avensia throughout the previous 12 months. We’ve additionally included prospects the place Avensia solely acts as a strategic advisory companion. Moreover, the report focuses on retail prospects inside each B2C and D2C the place the Black Friday idea is especially used.

Exceptional Outcomes

Within the Magnificence and Cosmetics section, it seems that there was one thing of a shift again to in-store magnificence buying. The full consumer counts on the web sites had been kind of the identical throughout the black Friday month (November) in comparison with final 12 months’s identical interval. Nevertheless, the rise from common months to November concerning internet site visitors elevated by roughly 70%.

Sports activities and Out of doors retailers fared nicely throughout the Black Friday interval. The typical numbers from Avensia’s prospects present no outstanding change in site visitors and different KPI’s for November in comparison with common months or in comparison with 2020. Nevertheless, returning visits elevated most inside this section in November 2021. Sports activities and outside gear is among the prime three classes the place social media has an enormous affect on gross sales, not least for Millennial consumers.

Throughout the Style & Design section, we noticed an astonishing site visitors loss in comparison with final 12 months’s Black Friday interval, roughly 63%!

One other pattern turned clear inside this section. Style orders positioned by means of buy-now, pay-later(BNPL) had been up 35% year-on-year.

Globally, within the Client Items / Different section, prospects confronted extra potential for disappointment on this class resulting from provide chain issues. There was additionally one thing of a divide between big-name retailers and small independents with lots of the latter selecting to boycott Black Friday. The conversion fee truly decreased throughout the Black Friday interval in comparison with common months for our prospects on this section.

Get all of the KPI outcomes from every section and international stats in our report!