2022 Black Friday and Cyber Monday marketing strategies

2022 Black Friday and Cyber Monday marketing strategies

Black Friday and Cyber Month are quickly approaching. With customers buying for the holidays earlier than ever, brands understand that the time to plan is now. According to data, 77% of Americans begin shopping for holiday gifts in July during Amazon Prime Day and rival events from other shops. This significant shift shows that Black Friday is no longer the start of the holiday shopping season.

As concerns about labor shortages, shipment delays, and supply chain challenges grow, we anticipate that the trend toward shopping before Black Friday will accelerate this year. This means that brands must be particularly prepared to provide speedy and frictionless purchasing experiences.

We used our exclusive commerce dataset from merchants around the world to discover how marketers might fulfill the need to alter Black Friday habits around the world. Continue reading for essential marketing strategies that can assist you in ramping up your ad efforts during this huge shopping event.

1. Create promotional opportunities throughout Cyber Month.

We wrote earlier this month that Cyber Month is stealing Black Friday’s thunder as buyers turn away from obtaining all of the best discounts on a single day and toward month-long promotions.

According to data, this is a global trend. Global organic sales increased 16% year on year during the Black Friday weekend last year. However, global organic sales climbed 33% year on year throughout the whole of Cyber Month.

So, how does this affect Black Friday marketing? Don’t put all your marketing eggs in one basket on Black Friday. Cyber Month offers a plethora of options to engage customers earlier, for longer, and more regularly.

1. Profit from Cyber Month’s expanding global popularity.

As the Black Friday sales super-spike starts to fade, research shows that Cyber Month is on the upswing around the world. Cyber Month is gaining traction in nations where Black Friday is not typically commemorated, demonstrating the worldwide significance of the month-long event.

In Latin America, for example, sales in November last year were 55% higher than pre-pandemic sales in November 2019. In Brazil, Cyber Month sales increased by 48% in 2021 when compared to pre-pandemic levels.

In APAC, sales increased 31% year on year in November last year compared to the same time in 2019. When comparing November 2019 to 2021, countries such as Australia (+52%) and India (+58%) witnessed notably large increases in sales.

Consider changing your marketing spending if you have a global presence, as Cyber Month is still increasing in all areas, including Latin America and the Asia Pacific.

1. Create an omnichannel strategy that takes into account the rise of in-store shopping.

As pandemic restrictions were lifted in 2021, more individuals returned to traditional Black Friday and Cyber Month purchasing. We discovered that in-store sales from US multichannel retailers* were up 10% year on year during last year’s extended Black Friday weekend (November 26-30), but online sales were down 17%.

Shopping at physical stores has made an even stronger comeback in Europe. In-store sales increased 146% year on year last year, while online sales stayed constant year on year. (This trend excludes France, which was on lockdown at the end of November 2020.)

While physical stores are more popular than previous year, internet ads are more popular for discovery. Furthermore, our sales data shows that in-store shoppers buy nearly twice as much when they simultaneously visit the retailer online.

While shoppers will continue to make online purchases on Black Friday, marketers may improve the customer journey by building seamless omnichannel experiences that connect physical and online shopping.

1. Prioritize new client acquisition for maximum growth.

Acquisition chances are at their greatest during the start of the holiday shopping season. According to Criteo statistics, the share of new consumers begins to climb in early November and peaks on Black Friday, especially in the United States, Brazil, and much of Europe.

Make the most of this critical period by concentrating on data-driven acquisition strategies to locate, attract, and engage highly relevant new consumers.

Acquiring new consumers early on helps you to implement retention initiatives throughout the Christmas shopping season to keep shoppers returning to your business for more.