The winning sector on Black Friday was High-Tech, while Beauty won Cyber Monday. Some other sectors sat this one out, for example Home & Garden and Holidays/Travel, benefiting slightly from the overall buzz but preferring to keep their marketing spend for other occasions. Here are the sales numbers, compared to a normal day (100% is normal):
And here are the page views, compared to a normal day (100% is normal):
Notice how page views were up significantly, and purchases up even more which shows that customers were there to buy.
But as the overall figures below show, Black Friday and Cyber Monday were extremely busy days, but not fundamentally different from the rest of the year. Basket sizes were unchanged (a surprise to me, as I’d expected customers to overload on bargains). And abandonment recovery emails were just as effective overall, with unchanged success rates and send counts matching page views. So the big picture is that traffic increased but almost everything else was business as normal.
| Relative Figures Overall, compared to a normal Friday in 2014. (100% means unchanged) | ||
|---|---|---|
| Black Friday (28 November) | Cyber Monday (1 December) | |
| Page Views | 170% | 150% |
| Sales Number | 220% | 210% |
| Sales Value | 220% | 230% |
| Cart Size | 100% | 110% |
| Cart Abandon Recovery Emails Sent | 150% | 150% |
| Browse Abandon Recovery Emails Sent | 180% | 150% |
| Sales Uplift from Abandon Emails | 100% | 100% |
Source: Triggered Messaging; Posted December 2, 2014 by Pete Austin
