New report analyzes over two million e-commerce transactions from the last holiday shopping period, tracking increases in other key holiday sales metrics

Optimove Insights has released its proprietary report analyzing over two million e-commerce transactions from the 2023 holiday shopping period, revealing that Black Friday and Cyber Monday significantly boosted customer acquisition and sales, outperforming non-holiday periods in key metrics. Optimove Insights is the research arm of Optimove, the first Customer-Led Marketing Platform used by leading global B2C brands to improve customer lifetime value.

This report examines consumer behaviors and spending patterns across key customer segments—new, existing, and VIP customers—providing critical insights to help brands optimize their holiday marketing strategies.

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Black Friday increases compared to non-holiday periods:

• 264% increase in daily customers

• 370% spike in new customer acquisitions
• 368% increase in total order amounts
• 280% increase in daily orders

Cyber Monday increases compared to non-holiday periods:

•  196% increase in daily customers

• 240% spike in new customer acquisitions

• 262% increase in total order amounts
•  197% increase in daily orders

Maximizing Holiday Opportunities with Position-less Marketing

The report underscores the importance of precise customer segmentation during peak sales events. Tailored marketing strategies for each segment can maximize revenue and boost engagement. To make the most of Black Friday and Cyber Monday, brands are encouraged to implement AI-driven journey orchestration that responds to customer signals in real-time.

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To do so, marketing organizations must implement Position-less Marketing. Position-less Marketing empowers all marketing team members with these capabilities:

• Data Power to instantly identify customer segments for precise targeting and hyper-personalization — without depending on a data expert
• Creative Power to generate messaging assets on the spot for any channel — without waiting for the design or copy team
• Optimization Power that power campaigns optimize themselves through AI-mapped journeys and automated “A/B/n testing” — without waiting for an analyst

Position-less Marketers are empowered to ensure each customer interaction is both timely and relevant.

“Black Friday and Cyber Monday continue to be invaluable opportunities for brands to engage new and existing customers at scale,” said Pini Yakuel, CEO at Optimove. “This Optimove Insight’s analysis shows that with data-driven segmentation and personalized offers, brands can drive significant gains in customer acquisition, loyalty and optimize lifetime value.”