Major Shift in Online Holiday Sales Over Black Friday Weekend

Category: Marketing Dilemmas

Black Friday Weekend brought a lot of sales and unexpected trends this year. The biggest shopping day of the year has now expanded to a weekend long event! Our Retail Intelligence Team tracked paid search advertising metrics for 32 US online retailers over the holiday weekend (midnight 11/23 to midnight 11/27, 6-hourly) and has captured some exciting changes in search and online shopping patterns:

1. A shocking 16% of the total weekend sales occurred on the actual Thanksgiving Holiday this year, compared to less that 10% last year!

2. 52% of all online purchases were made between 6pm ET and midnight ET!  (24/7 Paid Search Campaign Management has become a ‘MUST”.)

3. Average CPC on Google Adwords registered a Y/Y increase of 50%+ over the weekend.

All of these trends are further explained & more in our new white paper showcasing the insights of Black Friday Weekend.

We also have our daily CPC index that compares CPC’s for this year vs. same day last year. We highly recommend using our Free Holiday CPC tracker - http://goo.gl/bV3ut - to keep track of daily CPC inflation and to plan your SEM budget for the day for the rest of the holiday season.

Even if Black Friday did not go as well as you had hoped it would have, we’re here to help retailers have the best online marketing programs for the rest of the holiday season & create optimal results!

-Brittany

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