Black Friday is the most important event for online and offline retailers worldwide. This shopping holiday not only brings massive sales results but also sets new standards for digital marketing every year. In 2023, Black Friday sales revenues in Europe exceeded €56 billion, with the UK, Germany, and France among the leading countries in terms of spending. Unsurprisingly, the e-commerce sector had a significant share of these revenues, with a major increase in mobile shopping and online transactions. As competition grows each year, brands must enhance their strategies and prepare months in advance to maximize return on investment (ROI).
Performance marketing plays a key role in successful Black Friday campaigns, offering the opportunity to precisely target customers and measure real-time performance.
This guide will provide you with key tips and insights into statistics to achieve optimal results during this shopping holiday.
Prepare in Advance
One of the key tips for Black Friday campaigns is to start early. Consumers begin researching offers and planning their purchases as early as mid-October, meaning brands need to be present at that moment.
Statistic: 45% of shoppers start researching before November!
(Source: Statista)
Flexible Budgets
During Black Friday, many companies increase their digital advertising budgets to seize the opportunities this day offers. At this time of the year, advertising prices rise significantly, so advertisers must be prepared to invest a larger budget in digital advertising to achieve the desired results. Small businesses also play a significant role, adjusting to market needs.
Statistic: 50% of small businesses increase their online ad budgets during Black Friday!
(Source: eMarketer)
Follow Current Trends
Consumers are becoming more selective, expecting brands to provide relevant and personalized recommendations. This means advertising must be precisely tailored to the user, increasing the chances of conversion.
Statistic: 2024 trend: Personalized ads. 72% of consumers prefer brands that offer relevant recommendations.
(Source: Deloitte)
Mobile Shopping in Focus
Black Friday is increasingly becoming a mobile shopping event, so it’s essential to optimize websites and sales funnels for mobile users. Fast and easy mobile navigation and checkout can make the difference between a successful sale and a lost customer.
Statistic: 58% of Black Friday purchases in 2023 were made via mobile devices!
(Source: Adobe Analytics)
Remarketing Campaigns
Most visitors to your site won’t make an immediate purchase. This is where re-marketing campaigns come in – personalized offers and ads that follow users can significantly boost conversions.
Statistic: Don’t forget re-marketing! 97% of visitors won’t purchase immediately – follow them with personalized offers.
(Source: Criteo)
Impulse buying and AOV
Black Friday is also characterized by impulse buying precisely because of the time limit of the offer, which is also necessary to point out. This period is ideal for increasing AOV (Average Order Value) while using an adequate offer.
Statistics: During the Black Friday season of 2023, Average Order Value (AOV) increased by 2.7% compared to the previous year, while impulse buying saw an increase of as much as 18%.
(Source: Adobe Analytics and PwC)
Reviews and Social Proof
Customer trust plays a crucial role in decision-making. Implementing reviews and user testimonials can increase conversion chances, as customers trust other users more than ads.
Statistic: 78% of consumers trust reviews from other users before deciding to buy.
(Source: BrightLocal)
Planning a Black Friday campaign requires a holistic approach, from starting early and personalizing ads to optimizing mobile platforms and using re-marketing. Brands that pay attention to these tips and follow year-on-year statistics will have a greater chance of success.