Damn, summer hasn’t even started yet and it’s time to start thinking about our Black Friday / Cyber Monday campaigns. Ah, the life of a retail marketer...
In checking out last year’s numbers we were struck by a few things:
1. Black Friday spending was down but spending over the whole weekend was up. What are consumers doing buying on those other days? Don’t they know they’re screwing up our numbers? Maybe we need a name change. Something that takes into account the whole weekend. Shopsgiving?
2. In-store sales were down but online sales were up. That’s weird, why would you wanna shop from the calm and comfort of your own home when you could jump into the fray of feisty shoppers who’ll chew your arm off to save $10 on a pair of Levi’s?
3. 81% of people who bought for themselves were men. Can you really count TVs and home theatre systems as "buying for yourself”? We object!
4. 76% of people who bought for others were women. Do you think those ungrateful husbands and children even said “thanks"?
5. Nothing beats digital for promoting your Shopsgiving deals. Only 19% of folks got their Shopsgiving intel from TV ads. We see a couple of reasons for this:
- It’s tricky to click on a TV ad so you can buy the product online.
- It’s hard to learn from ads when you change the channel every time they come on!