While the holiday shopping season isn’t over, this year’s Cyber Week trends highlight how you can better prepare for 2020’s biggest week in online shopping.
Top 4 takeaways:
Take advantage of “Cyber Week” deals
Early discounts beginning Monday, November 25 averaged 23% and steadily rose to 30% by Black Friday. Although Thanksgiving fell a full 6 days later than last year (making this shopping season the shortest possible), pre-Black Friday deals are table stakes to capture early shoppers and remain competitive.
The good news is discount percentages remained flat year-over-year, signalling marketers are not fighting a “race to the bottom” in giving away margin.
But keep in mind, one survey found 47% of holiday shoppers say they’ll only buy discounted holiday gifts this year, and 100% claim discounts and deals are the top criteria when making purchase decisions.
Expect late-night Cyber Monday sales
One third of Cyber Monday revenue cam in between 10pm and 2am! Don’t be afraid to deploy email and SMS offers later in the evening Cyber Monday (even if you’ve targeted shoppers with the same offers previously). And consider investing in commerce technology that can identify users based on time zone, ensuring offer codes carry over to these wee hours.
Double down on your SMS marketing list
Black Friday SMS marketing surged 148% year-over-year. With open rates up to 98% (versus 20% for retail email), SMS is the best way to stand out. January is the best time to start building your list to maximize holiday reach. Don’t forget to include SMS opt-ins with your email capture pop-ups, capture SMS opt-ins in-store, through account registration, online checkout and promote through package inserts.
Plan for stormy weather
States receiving more than 2 inches of snow on Black Friday placed 7% more orders. Consider tailoring email subject lines and SMS messages to geographies experiencing extreme weather, deployed in real-time.
If you haven’t already, check out our full recap of Cyber Week insights on Get Elastic [Infograhic].
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