Source:
https://www.spreaker.com/user/1523219...
In 2020, holiday shoppers spent a record-shattering $10.8 billion on Cyber Monday alone, which made sense given the shift to online shopping during COVID-19. A year later, many people wondered whether ecommerce retailers could top that performance.
Here are the highlights, based on Adobe Analytics data:
Brands rang up $8.9 billion in online sales on Black Friday (down slightly from $9 billion in 2020)
Shoppers spent $10.7 billion on Cyber Monday (down 1.4% from 2020)
Sales during Cyber Week (Thanksgiving Day through Cyber Monday) totaled $33.9 billion (down 1.4% from 2020)
Brands may not have beat last year’s sales benchmarks, but that’s still a ton of transactions – which means there’s a ton of data to unpack. Our team analyzed the biggest shopping weekend of the year to see how brands adapted their BFCM strategies, how shoppers responded, and what it all means for the future of ecommerce.
Here are 5 insights we’re paying close attention to.
Get our best content on ecommerce marketing in your inbox 2 times a week
1. Revenue from SMS doubled from last year
SMS (text messaging) has long been an underutilized marketing channel, but its performance during BFCM 2021 will surely change that.
Brands generated over $830 million from text messaging during Cyber Week in 2021, according to Attentive, nearly doubling growth from last year. Furthermore, brands got 8.5 million new SMS subscribers, which suggests they offered deals in exchange for phone numbers.
This echoes our own findings: with the Privy Growth Plan, total texts sent in November were up 2,700% from 2020.
The instantaneous nature of texting is perfectly suited for BFCM, where urgent, limited-time deals are the name of the game.
The takeaway
SMS is poised to become one of the most lucrative sales channels as customers look beyond their email inbox to engage with their favorite brands.
2. Brands bet big on email to drive sales
Ecommerce brands predicted another big year for online shopping, as evidenced by the sheer volume of emails sent during BFCM weekend.
Ecommerce brands using Privy sent 56.6% more newsletters this Black Friday compared to 2020 and followed up with a 43.8% increase from last year on Cyber Monday.
Considering Shopify merchants using Privy generate an average of $581.71 per email sent, it makes sense why sellers doubled down (literally) during Cyber Weekend.
The takeaway
In a time when social media timelines are cluttered and in-store shopping isn’t as popular as it used to be, building an email list for direct selling is a must for ecommerce brands.
3. Mobile sales kept climbing
In 2014, mobile sales surpassed desktop sales for the first time ever, according to Shopify. Since then, shoppers have continually preferred to browse and buy on their smartphones and tablets – especially during Cyber Weekend.
In 2021, more than 70% of BFCM purchases were made on mobile devices, according to Shopify – a jump of 4 percentage points from last year. Just 29% of purchases were made on desktops.
Average daily smartphone screen time in 2021 hovered between 5 and 6 hours, not including work-related tasks. If people use their smartphones to chat with friends, read the news, and pay bills, it stands to reason that holiday shopping gets thrown into the mix.
Not to mention, text marketing and tools like one-click checkout turn mobile shopping into a seamless experience.
The takeaway
As mobile shopping becomes more popular, it’s essential for ecommerce brands to optimize their websites for mobile browsing and checkout to capture as many sales as possible.
4. Many shoppers got a jump-start on their holiday lists
In 2020, shipping delays turned the “most wonderful time of the year” into a disaster for shoppers and brands alike. And this year, some experts predicted out-of-stock messages online to jump 172% from last year. These concerns about shipping delays and supply chain bottlenecks meant shoppers weren’t waiting until Cyber Weekend to make purchases.
During the three we...
Информация по комментариям в разработке