With Christmas fast approaching, there are two days that really stand out within the online calendar – Black Friday and Cyber Monday. As in previous years, Affiliate Window is pleased to share our predictions for this busy period. Five predictions for Black Friday/Cyber Monday 2014:
1. New advertisers getting involved – Advertisers that haven’t participated in this event in previous years have plans in place to launch exceptional offers to take advantage of the growing trend. With increasing consumer awareness of the special deals available, advertisers that are not actively discounting at this time are missing out on a huge opportunity. They could potentially be losing customers to their competitors that are.
We expect to see a number of advertisers who haven’t previously launched Black Friday offers to get involved this year.
2. Black Friday to be the biggest yet – This ties in with the previous point. With new advertisers eager to take advantage of the additional attention and consumer awareness of the special deals available, Black Friday looks to grow even further.
The latest deals and offers are regularly being added to https://blackfriday.com/ with Walmart having started their sale early – a week before Black Friday officially begins!
3. Sales Starting Early – It isn’t just Walmart that is looking to cash in on the inevitable rush for Black Friday deals, other advertisers are too. Indeed Amazon and Home Depot are starting early too with deals available from November 21st.
Many more advertisers will follow suit to ensure that sales are boosted for a prolonged period. Check our USHub for an updated listing of all participating merchants on Affiliate Window.
4. Mobile traffic to overtake desktop – traffic originating from a mobile device has ramped up considerably over the past few months. Currently, 47% of traffic is originating from a mobile device on the Affiliate Window network. While this peak is typically seen at weekends, Black Friday is well positioned to finally breach the 50% mark. This trend in traffic is being driven by smartphones with almost a quarter of all traffic originating from a handset at its peak.
The share of mobile sales is a little behind (peaking at 40%) which is predominantly driven by tablets. While we may be a little way off hitting 50% of sales, we expect the share of mobile sales to increase over Black Friday/Cyber Monday weekend.
With the launch of larger screen phones or ‘phablets’ and wearable technology, the way consumers interact with these devices could affect a shift in purchasing habits. For example, larger screen phones could be used less as a phone and more as a tablet. It will be interesting to see if this leads to smartphones outstripping tablets in terms of sales as well as traffic. Smarter categorization of the originating devices will also be necessary.
5. High average order values as consumer confidence grows – Last year average order values for this period outstripped that of 2012 (up 17% on Black Friday) as consumer confidence in the economy increased. We expect this to increase even further this year.
Due to the heavy discounting over the Black Friday/Cyber Monday weekend average order values are likely to be lower than the rest of the month, yet are still expected to be above what we witnessed last year. Typically Black Friday has been focused on higher ticket, electrical items which logically boosts AOVs.