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Black Friday is now Black November

Consumer enthusiasm for Black Friday is expected to reach its highest peak in eight years, with 66% of respondents stating that they plan to shop on Black Friday, compared to 55% in 2013. 25% of U.S. consumers plan to spend more on holiday shopping this year compared to 20% in 2013, according to Accenture’s annual holiday shopping survey.

Additionally, retailers are now stretching Black Friday deals across the month, removing the focus from just one big day of shopping, according to Google.

Here are some key points to be cognizant of while finalizing your Black November marketing approach this holiday season:

Mobile shopping searches trump desktop for Thanksgiving weekend, but Desktop still dominates Cyber Monday

With global smartphone users projected to reach 1.75 billion by the end of 2014, it’s no surprise that mobile devices are quickly overtaking the shopping landscape. Additionally, eMarketer projects mobile to account for over 70% of total ad spend by 2018. And although Desktop traffic still dominates Cyber Monday, Moible is hot on its heels. An eMarketer study revealed that online sales for Cyber Monday grew 20.6% in 2013 vs. 2012, with mobile accounting for 29.7% of all traffic – a 58% increase from the previous year, converting into 17% of total online sales, up 55.4% from 2012.

Consumers tend to shop before and after work on Cyber Monday

An eMarketer study revealed that consumers did their Cyber Monday shopping before 9AM and resumed between 5PM & 9PM. Running limited-time promotions during the heavy online traffic hours can really help you capitalize on those traffic spikes. You should also daypart your campaigns to run parallel to those hours if you are working with a limited marketing budget.

Advance warnings and timing are key

With all the media hype and anticipation that has traditionally accompanied the Black Friday weekend, it’s no wonder consumers are preparing themselves ahead of time. Buyers prefer to do research on upcoming promotions and sales ahead of time rather than wait for the Black Friday week to get deals. Give your audience warning and key information on promotions and sales ahead of time – email marketing (for Cyber Monday in particular) is key – since consumers tend to compare deals from multiple sites/brands. Setting expectations for your consumers and giving them advance notice can help drive more user traffic toward your brand during those key shopping hours.

 

Michael Gagliano

Account Manager

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