The Holiday Digital Shopping Journey: Trends for Thanksgiving, Black Friday & Cyber Monday

The Holiday Digital Shopping Journey: Trends for Thanksgiving, Black Friday & Cyber Monday

Throughout The Holiday Period, Conversion Rates Are 50 Percent Higher, Than Non-Holiday Shopping Times

BrightEdge, the leader in enterprise organic search and content performance, released the BrightEdge Digital Holiday Shopping Research Report. The research, compiled using 2016 data points, provides marketers with insights to make the most of 2017 holiday shopping trends. This eight-week holiday shopping season data provides marketers with valuable clues for reaching the online consumers at the right time, on the right device and when the consumer is most likely to purchase.

Key Findings
The BrightEdge Holiday Report confirms Black Friday and Cyber Monday were the most important digital shopping days last year. However, Thanksgiving Day is quickly becoming as important as Black Friday or Cyber Monday, meaning retailers with the goal of delivering a successful holiday season must be prepared for Thanksgiving too.

Some of the findings include:

  • Veterans Day is the unofficial start of the Digital Holiday Shopping Season, with online traffic beginning to spike.
  • When it comes to consumer behaviors, different devices matter for different days:
    • Traffic from tablets spikes on Thanksgiving Day but still lags desktop & mobile.
    • Mobile traffic dominates Black Friday as on-the-go shoppers research the best deals, locate that perfect gift and navigate to the store with that product.
    • Desktop traffic dominates Cyber Monday as shoppers make their final purchases back in the office.
  • Conversion rates peak on Cyber Monday, eclipsing Black Friday by 10 percent.
  • Throughout the entire holiday period, conversion rates are 50 percent higher, than non-holiday shopping times. However, conversion rates decline to pre-holiday levels roughly one week before Christmas to account for shipping time.
  • Bigger screens (i.e. desktop and tablet) equate to bigger holiday orders.
Kevin Bobowski
Kevin Bobowski

“During the busiest and most important time of the year, it is essential that marketers make the most of the opportunity in front of them. Thanksgiving Day is quickly becoming the most important shopping day of the year––even more important than Black Friday or Cyber Monday. A day of football, family time, and traditional turkey feasts puts consumers in the buying mood.  We’ll be tracking the same metrics to monitor the changes in consumer activity from 2016 to 2017,” said Kevin Bobowski, SVP, Marketing, BrightEdge.  

Recommended read: Adoption of AI, Voice Search, and Hyper-Local in Content Keys to Marketing Success, says BrightEdge Report

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