Black Friday & Cyber Monday
Social and Commerce Analysis and Trends
November 2016 UPDATED Nov 29
!!
About This Report. We’re tracking two sets of Black
Friday and Cyber Monday insights:
Social analysis from Salesforce Marketing Cloud Social Studio, including conversation volume, sentiment, demographics and top brands and retailers.
Shopping data from the insights team at the Salesforce Commerce Cloud, including mobile sales and traffic, peak shopping times, free shipping volume, discount rates, and much more.
Schedule
This presentation will be updated as the data rolls in so check back for fresh insight this week.
November 21 - Social insight leading into
the week. November 25 - Commerce and Social
insights.
Report 1:Early Social DataLast 30 Days Of Black Friday / Cyber Monday Conversations
Total Social Post Volume Grows
934 000 Mentions of Black Friday & Cyber Monday in the last 30 days.
Consumer conversations continue to grow year over year.
•30% growth over 2015•Nearly double 2014
2014 2015 20160
100000200000300000400000500000600000700000800000900000
1000000Social Conversations
Social Volume
Consumer Sentiment Stays Positive
78.6 % of posts have positive sentiment in last 30 days.
Consumers like: - The Deals - The Season - Shopping Online
Who’s talking Black Friday in the last 30 days ?
Consistent Over Last 30 Days Largest Group: 25 – 34
Leading Retailers. Amazon is leading the the
pack with their Black Friday Deals Week campaign.
• 15% more mentions than their closest competitor REI again climbs into the
top 5 with their #OptOutside campaign and their decision to close stores on Black Friday.
0
5000
10000
15000
20000
25000
30000Top Retailers
Number of Mentions
eCommerce Leads The Pack
Leading Brands
Products Brands
Number of Mentions
Electronics Lead the Top 5
Huge lead heading into the season for Xbox One and Microsoft. Conversations driven by :
• 15 Years Of Xbox Campaign•#BlackFriday sale promotion Electronics capture 8 out
of the top ten brands mentioned.
•Apparel are the two exceptions
Report 2:Black Friday Social Updates November 25th
Consumer Sentiment Declines Over 5%Before Thanksgiving After Thanksgiving
Sephora Break Into Top 5 Retailers
Sephora’s surprise Black Friday sale pushes brand into top 5 most mentioned retailers.
•First time in top 20. REI pushed out of Top
10 as shoppers focus on shopping.
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20000
30000
40000
50000
60000
Top Retailers Black Friday 7 AM EST
Top Retailers Black Friday 7 AM EST
Report 2:Black Friday Commerce Trends November 25th
Revenue and Traffic Growth
Shoppers were decisive this Thanksgiving, flocking to digital commerce sites for early season shopping.
On Thanksgiving Day, digital revenue was up 26% over last year.
26%Revenue Growth
22%Traffic Growth
Traffic and Order Share By Device
Shoppers gave conversion rate a slight bump, as rates rose across each device.
As expected, Thanksgiving was highly mobile, with phones accounting for 56% of traffic and 37% of orders.
35%Traffic
51%Orders
9%Traffic
12%Orders
56%Traffic
37%Orders
% of Orders Shipped for Free
Free shipping remains the standard for digital commerce.
83%Free Shipping
Order Discount Rate (Value and YoY change)
Shoppers continue to find discounts on Thanksgiving Day, with discount rate up slightly from last year.
$114Avg. Order Value
25%Avg.
Discount
CyberWeekFlashReportingMetrics,GraphicsandStorylines
Traffic Share by DeviceAs expected, phones ruled each day of Cyber Week in terms of traffic to retail sites. Even Cyber Monday, when many shoppers were back to work or school, mobile loomed large.
Thanksgiving Black Friday Saturday Sunday Cyber Monday
36% 37% 33% 34%
43%
9% 9% 10% 11%8%
55% 54% 57% 56%
49%
Traffic Share by Device
Order Share by Device
Thanksgiving Black Friday Saturday Sunday Cyber Monday
51% 55%52% 53%
62%
12% 12%14% 15%
9%
36%33% 34% 32%
29%
Order Share By Device Mobile share of orders surged 33% YoY during Cyber Week, peaking at 36% of all orders on Thanksgiving Day. Computers’ share of orders over the week fell 9% YoY but remained a significant force, accounting for 55% of all orders. Tablets’ share of orders fell 12% YoY during Cyber Week.
% of Orders Shipped for Free
83%Thanksgiving
Free shipping is a fact of online retail today. If you don’t offer it, shoppers will go elsewhere. The overwhelming majority - 82% - of orders shipped for free during Cyber Week, a slight decrease from the 85% of orders that shipped for free during Cyber Week 2015.
82%Black Friday
77%Saturday
78%Sunday
87%Cyber Monday
Average Order Value and Average Discount
Thanksgiving Black Friday Saturday Sunday Cyber Monday
$113 $113 $120 $119
$98
Average Order ValueConsumers opened their wallets (slightly) wider during Cyber Week 2016, as Average Order Value ticked up to $112 from $109 a year ago. The average discount over the course of Cyber Week 2016 held steady at 25% compared with last year.
Thanksgiving Black Friday Saturday Sunday Cyber Monday
26% 26%22% 23%
27%
Average Discount