black friday and cyber monday post-mortem 2014: lessons for retailers in 2015
DESCRIPTION
As eCommerce grows in our home and native land, we've seen an 'Americanization' of Canadian consumer spending. Black Friday and Cyber Monday are great examples of shopping phenomenons that we've adopted from our neighbours south of the border. But how can merchants use these critical shopping days to further their success online? Check out this presentation by Derrick Khoo, Director of Conversion and Retention at Demac Media for a closer look at the shifting spending habits of Canadians, the proliferation of Black Friday and Cyber Monday promotions by Canadian retailers, and challenges retailers face in planning their promotional schedule. We also share insights and an aggregate of our own merchant data from the biggest holiday shopping weekend in Q4 to help merchants better understand where opportunities lie in 2015.TRANSCRIPT
Black Friday & Cyber Monday 2014Event Recap and Lessons for 2015
Dec 4, 2014
“If you don’t know where you are going, you might end up someplace else”
– Yogi Berra
Retail sales have seen a strong recovery since the 2008
financial crisis
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
($ M
illi
on
)
US Retail Sales (non-seasonally adjusted)
$-
$1,000,000,000
$2,000,000,000
$3,000,000,000
$4,000,000,000
$5,000,000,000
$6,000,000,000
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Canadian Retail Sales (non-seasonally adjusted)
Source: census.gov
http://www.census.gov/retail/marts/www/timeseries.html
Source: Statistics Canada
http://www5.statcan.gc.ca/ Table 080-0020
Converging spending between November and December in
Canada
Source: census.gov
http://www.census.gov/retail/marts/www/timeseries.html
Source: Statistics Canada
http://www5.statcan.gc.ca/ Table 080-0020
On one hand…
But on the other…
BLACK FRIDAY SALES
+52.8%*
TXNS +26.8%*
CYBER MONDAY SALES +37.1%*
TXNS +13.3%*
A retailer who only promoted on Black Friday and
Cyber Monday
Mo
nd
ay
Tu
esd
ay
We
dn
esd
ay
Th
urs
day
Bla
ck F
rid
ay
Sa
turd
ay
Su
nd
ay
Cyb
er
Mo
nd
ay
A positive example of early promotion
Mo
nd
ay
Tu
esd
ay
We
dn
esd
ay
Th
urs
day
Bla
ck F
rid
ay
Satu
rda
y
Su
nd
ay
Cyb
er
Mo
nd
ay
A less positive example of early promotion
Mo
nd
ay
Tu
esd
ay
We
dn
esd
ay
Th
urs
day
Bla
ck F
rid
ay
Sa
turd
ay
Su
nd
ay
Cyb
er
Mo
nd
ay
Overall, Demac merchants had a great period
Mo
nd
ay
Tu
esd
ay
We
dn
esd
ay
Th
urs
day
Bla
ck F
rid
ay
Sa
turd
ay
Su
nd
ay
Cyb
er
Mo
nd
ay
MOBILE TRAFFIC +42.4%
TABLET +30.7%
DESKTOP +8.1%
RESPONSIVE IS KEY
Consumers have continued their shift to mobile
2013TrafficbyTechnology
desktop Mobile tablet
QUESTIONS?