Well, well, well. We’re on the other side of Black Friday/Cyber week madness and I have to say, it shaped up even better for retailers than I’d predicted! I really do hope any brands reading this found the same!
There was a lot of worry around how Cyber week would pan out, when taking into consideration this being the first “proper” post-pandemic Black Friday, the UK on the knife-edge of a recession and Black Friday playing host to England and Wales World Cup matches too - there was a lot of uncertainty on how the day (and week!) would perform for retailers.
The data and insights are starting to come through, so I wanted to wrap up the key findings into this blog!
When checking Google Trends, whilst Black Friday search queries have lowered year on year, it is really interesting to note that from the first week of November this year, search demand for Black Friday has been higher than over the last 5 years - clearly demonstrating how user behaviour is changing, in combination with brands going earlier and earlier in November with Cyber promotions.
Our key takeaway when wrapping up Black Friday is that the huge sales day is certainly not dead! Whilst yearly increases may not be as high as we’ve seen previously (partially down to the Global Pandemic), they are increases nonetheless. We should be looking at November as a whole when reporting on Black Friday success, especially when so many retailers launch promotions way ahead of Black Friday too, to give a more accurate representation of how performance shaped up.
Psst... if you're keen to delve deeper and learn more about the Black Friday performance of retailers in your sector, you can access my presentation with exclusive insights using the button below!