Black Friday & Cyber Monday 2014Event Recap and Lessons for 2015

Dec 4, 2014

“If you don’t know where you are going, you might end up someplace else”

– Yogi Berra

Retail sales have seen a strong recovery since the 2008

financial crisis

$-

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

$4,000,000

$4,500,000

$5,000,000

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

($ M

illi

on

)

US Retail Sales (non-seasonally adjusted)

$-

$1,000,000,000

$2,000,000,000

$3,000,000,000

$4,000,000,000

$5,000,000,000

$6,000,000,000

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

Canadian Retail Sales (non-seasonally adjusted)

Source: census.gov

http://www.census.gov/retail/marts/www/timeseries.html

Source: Statistics Canada

http://www5.statcan.gc.ca/ Table 080-0020

Converging spending between November and December in

Canada

Source: census.gov

http://www.census.gov/retail/marts/www/timeseries.html

Source: Statistics Canada

http://www5.statcan.gc.ca/ Table 080-0020

On one hand…

But on the other…

BLACK FRIDAY SALES

+52.8%*

TXNS +26.8%*

CYBER MONDAY SALES +37.1%*

TXNS +13.3%*

A retailer who only promoted on Black Friday and

Cyber Monday

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A positive example of early promotion

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A less positive example of early promotion

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Overall, Demac merchants had a great period

Mo

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Cyb

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MOBILE TRAFFIC +42.4%

TABLET +30.7%

DESKTOP +8.1%

RESPONSIVE IS KEY

Consumers have continued their shift to mobile

2013TrafficbyTechnology

desktop Mobile tablet

QUESTIONS?