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Black Friday and Cyber Monday: ecommerce trends and strategy

Black Friday, that is the beginning of the Christmas shopping season, known for its exceptional promotions, will fall this year on November 23rd. And we are almost there!

This year, according to a recent Periscope research, the consumer interest trend for Black Friday and Cyber Monday has grown on both sides of the Atlantic.

The attention is high in Italy as well, where 2018 ecommerce sales will exceed € 27.4 billion (+ 16% compared to 2017) and market growth will reach € 3.8 billion, that is, the highest ever.

The interest for Black Friday and Cyber Monday on behalf of the European consumers, the British ones in particular, is now equal or even exceeds the American buyers, for whom the sales and discounts these days are a well-established tradition. (September, 2018,  Periscope, McKinsey “Black Friday 2018 Shopping Report: Consumers Are Eager, More Digital, And Willing To Spend”)

The average expenditure is likely to be 50 -500 euro, being higher in the US, where 16% of US buyers are expected to spend 1,000 USD or more, that exceeds 2017 by 9%.

The survey shows that the reason the consumers are so involved in Black Friday and Cyber Monday is not only accessing offline and online promotions (52%), but also sharing this experience with friends and family ( 14% of Americans) or due to its cultural tradition (20%).
Other 40% and 50% anticipate Christmas shopping in these days.

European consumers are the ones mostly attracted to personalized offers: 22% of German and British buyers interviewed by Periscope stated that customisation is a key factor in the purchase decision.

Getting ready for Black Friday and Cyber Monday

Consumers decide in advance on the products to be purchased and the budget. But they never decide on a store where the purchase will take place, despite the previous online research. 

The omnichannel is a popular option for buyers all over the world, but nowadays  European buyers prefer buying online.  And the main reasons are:

  • process simplicity;
  • limited time for shopping;
  • better online offers;
  • chaotic physical stores.

This is why stimulating marketing activities could really help retailers conquer the visitors who are likely to make a purchase.

The first step is therefore to plan marketing actions, perhaps using a specially prepared Gantt Chart, prepare an inventory of products and test your platform, so that it is fast and powerful enough to support incoming traffic.

Having the tools to increase the website efficiency in case of high traffic is crucial: too many simultaneous requests on the website could reduce its speed and even block it.
Thus, it is necessary to ensure that the host has the capability available to handle heavy loads.

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