Blog Post

Peaks and Valleys, Getting Ahead of Black Friday & Cyber Monday Media Buys

10/18/2017 - Karen Moked

NRF research data tells us that more than 50% of holiday shoppers start researching gift ideas in October or earlier, so when planning your media spend for Black Friday and Cyber Monday it’s important to plan ahead and start early.  Some retailers start leaking their Black Friday promotions in October! The big spike in Black Friday ads that consumers usually keep their eyes on starts at the beginning of November. Last year retailers such as Best BuyWalmart, and Target all leaked their promotions on November 9th.  Knowing when consumers are going to begin their search for Black Friday deals is key for making smart decisions about when and where to target media spend.

2016 A Record Year for Black Friday Spend and Traffic

In 2016, online retailers experienced a huge traffic peak on Black Friday, with 220% more sessions than an average shopping day. And even with the additional discounts, Black Friday sales still totaled $3.34 billion spent online (a 21.6% increase from 2016 spend).  Cyber Monday sales in 2016 also broke records, bringing in $3.25 billion and a 155% traffic increase becoming the biggest day in the history of U.S. ecommerce.  These numbers are inclusive of the top retailers like Walmart and Amazon, but plenty of smaller businesses also benefited.

Knowing the peaks and valleys of last year’s retail calendar and traffic is key in creating the right media plan for the 2017 holiday season.  With more Americans spending time browsing for retail items on their phones it is also important to factor in mobile creative and spend into a media plan; as most people will shop around on their devices, and either make a purchase, or move to their laptops and desktops to checkout.

To find out more about when and where we predict people will be shopping this 2017 Holiday season download Digilant’s Holiday and Consumer Shopping Report.

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